A simple idea, but one that is extremely effective in embellishing urban spaces: to offer a little respite to city dwellers bombarded with advertising as soon as they wake up, and to allow artists to take over public space by exhibiting their work to the greatest number!
Imagine: one fine morning, you wake up to go to work, a little longer in the coltard, and you realize that all the pubs were replaced overnight… with cultural goods! On the dull earthenware walls of the metro, in place of this ad for an online sales site, now stands a painting several meters wide.
On one of these scrolling posters, you see works that seem to come straight out of a contemporary art gallery. And there, you tell yourself that either you’re still awake and dreaming… or the world has really changed while you were busy sleeping.
For JC Decaux to become “JC Deco”…
It seems a sweet utopia to you, a beautiful idea unfortunately unfeasible? Well, you should know that a similar action has already taken place, successfully, on a tramway in Montpellier, last June! How is such a miracle possible, you may ask? Simple: by fighting on equal terms with advertisers – with money.
Specifically, money they raised by putting together the donations of thousands of supporters, thanks to a great crowdfunding campaign. When you don’t have the advertising budget of a big commercial group, you have to be strong together if you hope to be able to compete!
Watch the video of the project in Montpellier :
The Cercle Rouge collective defines itself as “the first participative financing platform exclusively dedicated to art”.
And it is by this means, thanks to the solidarity of Internet users that has enabled them to raise moneythat the group has managed to buy billboards in bulk…enough to occupy this space with works of art and offer some respite to transportation users, “time for a visual breath”.
Admittedly, in the case of the Montpellier postings, the works remained in place only for a limited time, barely a week. But the collective would like to repeat the experience in Paris, and this time with the support of the public authorities! For in the capital’s metro network alone, there are 50,000 advertising spaces available, spread throughout the cityand are seen by nearly 5 million daily users. This would have a phenomenal impact!
The petition launched by the collective has already gathered some 7,000 signatures in one week, and will be sent to Anne Hidalgo and the heads of RATP and STIF to obtain their support for the Paris edition of the project.
In fact, RATP’s advertising revenue actually represents only a fraction (1.5%) of its annual revenue… This makes this operation entirely feasible, without having a negative economic impact on the transport network.