The Most Expensive work of art
Renfe
Issue 51 | June 2019
Agency
Shackleton
Creative Team
Executive creative direction: Juan Silva Creative Team: Pablo Sforza, Manuel Echavarri, Teresa Galante Creative digital team: Teresa Galante, Pablo Campoamor, Sergio Belmonte, Pablo Cotillas
Production Team
Digital Production team: Lucía García, Nuria San José, Marina Ferrando Audiovisual Production team: Manuela Zamora, Cristina Cortizas, Paloma Martín, Paco Carpio Graphic Studio: Josué Hernández, Sandra Freitas, Irene Tortosa Direct Marketing: Antonio Herrero, María Guerra, Clara Berenguer Events: Marta García Viudes, Pablo Cotillas Graphic production: Timoteo Martín, Ioana Ilcus
Other Credits
Client: Ricardo Inogés, Isabel García San Bruno, María Soutullo, Leire Urrutia, Rafael Izquierdo General Manager: Lucía Angulo Account Team: Jaime Diez, Aroa Martínez, Carla Farrés PR: Elvis Santos, Borja López, Elena Gómez, José Carlos Vicioso, Ana Frías
Date
April 2019
Background
Every year, thousands of trains are vandalized and cleaning graffiti costs Renfe, the main rail network in Spain, more than 15 million Euros, an expense we all as Spaniards assume since it is a public company. In addition to the cost, there are the delays caused by the removal of these trains for their restoration; the moments of panic that passengers suffer when graffiti artists activate the emergency level in order to paint in the middle of a journey; and the extra costs of increasing security.
Idea
The most expensive “work of art”.
The door of a Commuter train that had been removed from circulation and subsequently taken to the workshop in Valladolid for restoration, was transformed into a weapon of communication.
And thus: The most expensive “work of art” was presented at ARCOmadrid 2019.
The door was exhibited at ARCOmadrid, one of the 10 most important art fairs in the world, as if it were a work of art under the message: “This “work of art” is worth more than 15 million Euros. And we all paid for it.” Alongside the door, those attending the fair could participate and see the screening in real time of their reverse auction, which meant that with every impression people left on Twitter with the hashtag #LaObraMásCara €2,000 was deducted from the original price, in order to reach the value that the door should have, €0. The action was also present on their campaign website laobramascara.com.