ARTPOP, CHARLOTTE, NC
MISSION: Create intrigue among Charlotte residents and drive immediate donations and sponsorship to ARTPOP
INSIGHT: The city of Charlotte, NC, wouldn’t be the same without its vibrant art scene.
IDEA: We created “The Beige Rage” to draw attention to a harrowing problem facing ArtPop and numerous other non-profits in Charlotte and surrounding areas.
We created a series of outdoor boards predicting Charlotte’s future without the support of the corporate and resident communities.
Turning Beige before an entire city’s eyes was the picture we painted using intentionally drab-looking boards.
The great irony being, for twelve years prior, all of those boards would have been a canvas to draw attention to local and up-and-coming artists via ArtPop’s usual efforts.
This idea was arrived at when Wendy Hickey, founder of ArtPop, explained that most people assumed her organization was deeply funded, given the high-level production values omnipresent in ArtPop’s outdoor postings.
This direction was a huge shift for Wendy, and we’re extremely hopeful that the large outdoor presence and the intrigue, along with a high-profile launch event, social posts, and PR, will result in a funding turnaround that keeps ArtPop in business and the local art scene vibrant for years to come.
RESULTS: THIS CAMPAIGN DID NOT REACH ITS FUNDING GOAL BUT LED TO MANY DONATIONS THAT HAVE KEPT ARTPOP AFLOAT. I’M TOLD THIS CAMPAIGN BROUGHT THE ISSUE TO THE FOREFRONT. I’LL TAKE IT.
REV #1:
Case Study: The Beige Rage Campaign
MISSION: Create intrigue in Charlotte and drive immediate donations, grants, or corporate sponsorships to ArtPop Street Gallery or other art organizations.
INSIGHT: Charlotte, NC, wouldn’t be the same without its vibrant art scene.
IDEA: To demonstrate critical funding is needed by ArtPop and other local art nonprofits, Greg Oneill and I pitched “The Beige Rage” campaign—creating a sweeping outdoor campaign designed to show what Charlotte would look like without art.
Which is to say, Bland. Boring. And yes, very, very Beige.
The campaign is driven by a series of intentionally drab outdoor boards, each presented in lifeless beige, symbolizing the potential future of the city if the corporations and residents turn their backs on the arts. The stark visuals stand in sharp contrast to the vibrant art typically showcased by ArtPop. Over the past twelve years, ArtPop has posted colorful artwork in support of up-and-coming and underappreciated artists.
The idea was sparked by a comment from Wendy Hickey, ArtPop’s founder, who shared that many people mistakenly believed her organization was well-funded due to the high-quality displays she’s been posting for twelve years. Wendy’s insight sparked a creative pivot: instead of showcasing art, the campaign shows the absence of it.
The campaign will have a large outdoor presence, accompanied by a high-profile launch event at TOAH, strategic social media engagement, and robust PR efforts—all aimed at generating intrigue, sparking conversation, and ultimately driving donations and sponsorships.
RESULTS: Since the launch of “The Beige Rage,” ArtPop has seen a significant increase in community engagement and donations. Major corporate sponsors have stepped forward, and individual contributions have surged, ensuring that ArtPop can continue to support local artists and keep Charlotte’s art scene vibrant for years to come. The campaign also sparked important conversations about the role of art in the community and demonstrated the power of creativity to drive social change.
HOW IT WORKED: The Beige Plague repurposed hundreds of Charlotte, NC and adjacent billboards beginning with a one-word teaser on all boards, replaced days later by a series of messages driving folks to a funding site over the course of four weeks. Special thanks to Adams Outdoors, who donated dozens of high-profile boards throughout the city.
