GRACE
THIS SPACE

Client YOUTUBE

Agency CO:COLLECTIVE BIG SPACESHIP PHD / OMA

Market NEW YORK

Walls 1

Colossal painted a massive mural of YouTube superstar Grace Helbig, then let her fans control the stage for an entire month. Each week, a vote was cast to decide which quirky pose Grace would assume next.

 

The budding talk show host took to Twitter and Instagram to ask her 2.7 million followers what they’d like to see painted on the wall. With Grace on board, the votes began to pour in by the thousands. Whatever fans chose, we painted. The audience loved sharing Grace’s moment in the spotlight, snapping and posting their own photos in front of the mural.

Grace Helbig

@gracehelbig

My face mysteriously appeared in Brooklyn last night.

10:05 AM - 21 Apr 2015

Grace Helbig

@gracehelbig

YouTube asked me how to repaint this wall next week! You guys know me better than I do. Am I a Couch Potato or Party Animal? #GraceThisSpace

1:45 PM - 21 Apr 2015

Grace Helbig

@gracehelbig

IT'S MAGIC! All mah party potatoes say heeeeeyyyyyyy! So what's next? Big kiss or awkward handshake? #GraceThisSpace

2:02 PM - 25 Apr 2015

CROWDSOURCED CREATIVE

Each week, fans on Twitter & Instagram voted to determine the next mural transformation. Within 24 hours of the tally, Colossal painted the winning pick. To meet the turnaround time our team patterned every possible outcome ahead of time. As soon as votes were in, brushes hit the wall.

100 ,000
TOTAL CAMPAIGN OUT
OF HOME REACH
1 ,300,000
TOTAL CAMPAIGN
SOCIAL REACH
1 ,100,000
UNIQUE VIEWS