3D Street Art has been around since the 16th century. Originally created by Italian Renaissance Madonarro's and Trompe l'eil painters from France, it has continued to be highly popular and it's magic has been captured by Wiley Admen in the twenty first century.
3D Street Art creates a 3D effect from a 2D picture when viewed through the lens of a camera. It's an exceptionally difficult type of art and only perfected today by a handful of artists including Julian Beever, Edgar Muller and the team of artists at Street Advertising Services in the UK. It's created by painting an object close to the lens compact and squashed and and objects far away are painted in a stretched out way, the effect is a trick on the eye and a mind blowing illusion of 3D depth. Over the last few years Ad Agencies have turned to the 3D pavement artists to create highly effective advertising and PR campaigns.
So how does it work and why is it so effective?
3D Street Art in Advertising works so brilliantly in two words: entertain and inform. Isn't that what the best adverts do? Entertain and inform and that's what 3D pavement art is so good at. When a consumer sees a piece of 3D street art, they recognise the image and shape etc of the content but it's only when they are advised to look through the lens of their mobile phone camera that the magic happens. There is always an 'aha' moment that the picture jumps into 3d in their eyes, which is what makes it so entertaining. The next stage in the process is the consumer asking, 'how does it work and what's this for?'. That's the opportunity for brand ambassadors to explain the 3d process and inform them of the brand's message.
OK so 3D street art works great in an experiential campaign or live event, what are the other benefits?
Not only is the consumer entertained and informed by the artwork, the next step is to interact with the picture. Encouraged by the artist and brand ambassadors, they walk on to the picture and have their photo taken with it. The photo is taken on the consumer's mobile phone and the photo is then uploaded to Facebook, Twitter and Flickr to show their friends and family. The result? Start of a viral campaign.
Are there any other ways 3D Street Art works for a brand?
Probably the biggest benefit of using 3D in your advertising or PR campaign is free media coverage. Because the pictures work so well in photographs, press exposure is almost expected.
Street Advertising Services 3D street art campaigns have been featured in all the national newspapers in the UK as well as regionals and also TV exposure on programs such as BBC news, Sky News and Blue Peter! They have some excellent case studies on how 3d street art can be used effectively in your next campaign.