Reverse Graffiti Marketing
Clean tagging, grime writing or clean advertising are other names of reverse graffiti, a method of creating images or words that can be temporary feature on walls, streets and other visible areas by cleaning out the dirt on that surface. It has been adopted by certain companies as outdoor ad campaigns.
This method had been popular for decades. It has been used by street artists to create one-of-a-kind piece of art. But there have been individuals that are drawn to the uniqueness of the technique that they adopted it for making their advertisements and campaigns.
Jim Bowes, founder of GreenGraffiti a Dutch marketing firm has been using reverse graffiti for his ad campaigns. He has been putting corporate logos on street walls and dirty sidewalks.
Reverse graffiti has been an amazingly unique way of advertising. Artists skilled in creating reverse graffiti use stencils and high-pressure water sprayers or high power washers, washing down streets, walls and pavements, leaving “clean” images or words that glimmer through the dirt.
Just recently, Jim Bowes and his firm were asked to pay licensing fees for putting their ads on public properties. But the truth is, city officials or the government does not even know for sure if the act or the practice is illegal. And apparently, so does Bowes.
But what does reverse graffiti has as an advantage?
- It is an environmentally friendly kind of advertising.– Reverse graffiti is temporary, and it does not generally use any toxic or hazardous chemicals. The technique does not even use ink, paper or any hard materials. It does not also require the usage of electricity. So it is perfectly safe to say it is environmentally safe.
- It is not that expensive– To create reverse graffiti, one does not have to spend for ink, paints, paper and other printing materials. There is even no need for renting space to put up a billboard. All that is required is a group of graffiti artists, stencils and high power washers and then find streets and walls where you can do the technique.
- It is unique and creative– This method uses streets and walls to put the reverse graffiti ads through “washing” the words and images in the grime.
A number of companies are already asking the services of Bowes and his firm as part of their marketing and advertising plan. The technique has been recognized very useful since people will see them every day, and the way the ads are done uses nontoxic materials which help encourage green marketing messages.
Unfortunately, there have been instances that the use of reverse graffiti for ad campaigns was prosecuted. Authorities take it as illegal because public properties (street walls and sidewalks) are used to put or “wash” the ads. But it has been proven that this method of advertising is not temporary and not destructive by nature. What is illegal is adding something on the walls such as paint, but “washing” or “cleaning” is clearly not.
The use of reverse graffiti has been widely accepted and adopted by many large advertising companies for ad campaigns can be done out of dirt anywhere in the world.