On 23 sites and in less than 2 weeks, across Manhattan and Williamsburg, Brooklyn, Overall Murals hand painted various messages for part of the Cole Haan Shoes‘ #DontGoHome campaign. These messages gave convincing reasons as to why a New Yorker should not be turning in early and to make the most of their night. “You didn’t move to NYC to stay in” or “You can sleep when you’re dead” were just a couple among the many different words of advice.
Most of the artwork had to be hand painted after sunset and up until sunrise, coinciding with New York’s crazy nightlife, (which we learned doesn’t take a break, not even for a Tuesday). Our painters really did feel like they weren’t going to be going home and made a lot of new friends in the process.
The colors used are the brightest fluorescent day glow colors we could find and were applied onto storefront gates with uneven surfaces. These gates fit for nightlife targeting because they are down only in the evening. The messages are further illuminated by a large black light to really capture attention. To us, each gate looked like its own small club.
While the murals were up, between September to October, the outdoor campaign successfully crossed into the digital realm. For example, the #DontGoHome hashtag was tagged in over 3k instagram photos and 3k tweets (not including unrelated mural campaign results). Additionally, it’s accredited with helping to generate over 100k new Facebook likes for the brand’s page.