Graffiti tagging happens to be the world’s most polarizing art form. Many people dismiss it as vandalism while others argue art. We found Windex aerosol acts just like a can of spray paint so why not use this glass cleaner and try to change the way people view graffiti. In a simple act, we placed it into the hands of two legit graffiti artists from NYC and LA and watched as they roamed the streets of Los Angeles, tagging and cleaning windows. The reactions on the film below speak for themselves, but by inverting the social context, people’s perceptions of graffiti were changed from a symbol of urban decay into a positive act for the community. The broken window theory started to play out. The craft of graffiti could still be celebrated and using it to keep neighborhood windows clean even had the potential to deter future vandalism. Vice mentioned how this supported real artists, who've dedicated their lives to a culture built around a criminal act and if someone gets hyped enough it enough to want to take up graffiti, then that might mean they have what it takes to grow into a serious artist. .(article).
We created influencer blogs, tagging tutorials, installs and games on ‘clean tagging’ to juice the campaign and recruit more.
