BIC joined forces with Global Street Art to let kids decorate Brussels—turning the city into a joyful gallery of imagination. The result: 750 billboards, one giant mural, ~1.3M social impressions, and thousands of young artists seeing their own work out in the world.
What’s the idea?
Give the city to kids. BIC’s pens and markers become the tools, Brussels becomes the canvas, and everyday journeys transform into a gallery walk of children’s drawings.
Scale that people can feel
The takeover stretches across 750 billboards—bus shelters, large formats, and street furniture—so families bump into the work on their real routes. A giant mural anchors the story and creates a natural meeting point for photos.
Why it works for OOH
It’s participatory OOH: when people (and their kids!) are the protagonists, pride drives photos, shares, and word-of-mouth. That’s how the project reached ~1.3M social impressions—earned media powered by community.
Credits
Hats off to the Global Street Art Belgium team—Mathieu France and Olivier Fey, among others—for bringing a colourful dream to life. More painted cities, please.
FAQs about this campaign
What did BIC do in Brussels?
Partnered with Global Street Art to display children’s artwork across 750 billboards and a giant mural, turning the city into a kid-powered gallery.
How big was the campaign’s reach?
Beyond the physical takeover, it generated around 1.3 million impressions on social media.
Why does participatory OOH work?
It invites communities to co-create, driving pride, photos, shares, and organic amplification—OOH that people feel part of.
Who produced the work?
Global Street Art Belgium, with contributors including Mathieu France and Olivier Fey.
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