D&AD Newblood giffgaff Brief: Use the power of 5G to solve a problem within a community in the UK.
Research: The UK spends £millions every year removing graffiti, while graffiti artists go to great lengths to have their work seen, which can lead to criminal charges and injury.
Concept: Through giffgaff, use 5G to turn people's smartphones into spray cans which interact with digital screens. We will launch an app to get the public involved in graffitiing in a safe, productive space to change perspectives and give graffiti artists a new digital platform.
The campaign and app will be called 'griffgraff' to blend together the brand and concept in a memorable and unique way.
The giffgraff app allows users to scan the QR code on the interactive screens placed around the city, select their paint colour and start spraying virtually.
The screens display a loop of the graffiti which has been created when the screen is not in use, to provide artwork on the streets and draw people in.
The campaign will kick off with well-known graffiti artists demonstrating how to use the giffgraff app and the screens to get people interested.
People can interact with the screens and submit their work to the giffgraff Shake It Up competition. Using the giffgraff app people can vote for their favourite work in their local area, with the next stage of judging taking place on social media.
The winners will have their work displayed on some of the UK's most forbidden canvases such as the UK Parliament, impossible to reach spots, and tourist attractions.
