The team wanted to catalog and promote existing murals in downtown Raleigh, while simultaneously generating excitement and support for new murals. We discussed interviewing local artists and businesspeople who have benefited from the collective, or city dwellers who enjoy the artwork. Ultimately, we decided to go in the opposite direction and create an artistic, fun, shareable video that, instead of telling viewers exactly what the Raleigh Murals Project is, makes them want to know more.
We tapped volunteers from our community to interact with six murals in a way of their choosing, and then tied it all together with the endtag, “Shouldn’t a City be as Colorful as its Citizens?”.
The video enjoyed an exclusive premiere on INDYweek, the region’s alt-weekly newspaper, and was promoted by Raleigh Murals Project and Myriad Media with an additional 15-piece micromedia campaign (a few of which are shown above) tailored to social media.
With over 20,000 views in the first week, the video raised awareness about Raleigh Murals Project’s effort to identify ways to connect artists to potential canvases in a way that can enhance the public spaces of the City of Raleigh. As well, The Raleigh Murals Project Facebook account enjoyed a 100% gain in followers after the video’s release.