Since the lockdown period in Belgium is over, the campaign website letitallart.be is not operational anymore - you’ll find an overview here of all you need to know.
BNP PARIBAS FORTIS is Belgium’s biggest bank. Its signature is “The bank of a changing world”. And boy, did the world change due to COVID-19. So, during the difficult and very negative lockdown period, they wanted to remind all Belgians via a Covid-Safe activation that they were a positive partner that could help them navigate this big change.
Let It All Art is a platform that allowed all Belgians to alleviate themselves vocally from their frustrations that were caused by the Covid pandemic. With one simple scream on their devices, people transformed their negativity into a positive and personal piece of art. Wherever they were and whenever they felt like.
And because each voice is unique, each scream activated our algorithm that reacted to 3 data points (pitch, timbre and volume), linking them to different shapes, colours and patterns to make sure not a single artwork turned out the same. All were added to a collective digital mural first, before being eventually transferred onto a huge physical and interactive wall in the center of the capital. A beautiful symbol of Belgium’s resilience, proving we all have it in ourselves to turn negativity into something positive.