Setting Art Free With a Global CSR Initiative
Arts Brookfield is the differentiating CSR initiative of Brookfield Properties, a global real estate company that owns and operates premier office buildings in the world’s most dynamic cities, from New York to Los Angeles and Sydney to London. Arts Brookfield presents innovative arts and events in the company’s public spaces, reaching millions of tenants, employees and neighbors with daring programming that is free of charge and open to the public. Past artists include BB King, Bill T. Jones, Phillip Glass, Laurie Anderson, The Black Keys and Bruce Springsteen.
Retained to leverage Arts Brookfield’s 25th anniversary to increase brand awareness, engagement and differentiation, Phil & Co. created #ArtSetFree, a new brand positioning and participatory campaign.
Engaging audiences both via social media and on-premise marketing, the campaign invited established, emerging and amateur artists to submit their own work on Twitter, Facebook and Instagram for inclusion in a showcase at ArtsBrookfield25.com and special video installations in Brookfield buildings around the world.
[biggie][counter value=31]k[/biggie][br] [smalls]digital submissions[/smalls] [/su_nested_column][su_nested_column size="1/3"]
[biggie][counter value=5.4]m[/biggie][br] [smalls]social media impressions[/smalls] [/su_nested_column][su_nested_column size="1/3"]
[biggie][counter value=5]x[/biggie][br] [smalls]total following growth[/smalls] [/su_nested_column] [/su_nested_row]
Seeking to position, differentiate and promote Art’s Brookfield’s global programs, “Art Set Free” emphasized the accessibility and attitude of their programming—always free of charge and not beholden to the confines, traditions or business models of box-office-driven venues and giving invaluable free exposure promotion to artist of all levels. Our updated logo and branding system united all corporate identity, programming collateral, advertising, on-site signage and digital properties.
Anchored by video content featuring notable past performers, our campaign incorporated digital advertising, social media, public relations and strategic partnerships—all reinforced by on-premise marketing and leveraging Brookfield’s locations in key markets around the world. The campaign was featured in Stuart Elliott’s column in the New York Times and cited for creative excellence in internet advertising by American Graphic Design and Advertising.