Artpublika approached Tractor Outdoor when searching for OOH space and found that they had well-positioned billboard locations within Cape Town CBD.
ArtPublika’s aim was to invigorate the public sphere with the arts by experimenting with various projects from showcasing artwork on public platforms to funding initiatives to make the productions free for everyone to consume and admire. The company currently has Robyn Pretorius’ artwork – one of their featured artists – flighted on a Tractor Outdoor Cape Town CBD billboard.
Artpublika was looking to target motorists and pedestrians in order for them to be able to see, stop and take in all the art glory. The main aim of this particular campaign was to not only provide access to art in a public space but also make art freer to be consumed by a broader portion of the public. Artpublika’s strategy was to showcase artists’ artwork in a way that’s not hidden away in a gallery or that excludes anyone, it needed to be in a public and shared non-exclusive space.