C.P. Company's Hand-Painted Ad Tribute to Marco Reus
C.P. Company's Hand-Painted Ad Tribute to Marco Reus
Betty Vanguard
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When Italian luxury sportswear brand C.P. Company wanted to make a statement in Dortmund, they didn't just put up another billboard – they transformed it into a stunning piece of hand-painted advertising that merged fashion with urban art. The result? A massive 70-square-meter portrait of football star Marco Reus that stopped traffic and turned heads at one of the city's busiest intersections.
The 70-square-meter hand-painted advertising piece showcases Marco Reus wearing C.P. Company's latest collection, visible from the bustling B54 highway. Photo by Outframe.
From Fashion Shoot to Five-Story Canvas
While graffiti advertising has become increasingly popular among luxury brands, C.P. Company's approach stands out for its strategic location and meticulous execution. Situated near the DFB Museum and Dortmund's main train station, the XL poster location wasn't chosen by chance – it's a cultural crossroads where locals, tourists, and football fans naturally converge.
"What makes this project unique is not just its scale, but how it transforms a traditional advertising space into an artistic landmark," explains the project lead at Basa Studio. "The combination of a VIP testimonial, premium fashion, and street art creates a powerful statement about the brand's identity."
Artists used 100 spray cans over five days to create the hyperrealistic portrait.
The Art of Precision in Hand-Painted Advertising
The technical complexity of this project sets it apart from typical outdoor advertising campaigns. Local artists, selected for their expertise in hyperrealistic portraits, faced the challenge of recreating Marco Reus's likeness with perfect precision – not on a traditional wall, but on a specially prepared XL poster surface.
Key elements of the campaign included:
A 70-square-meter canvas visible from the B54 federal highway
100 spray cans utilized over a 5-day painting period
Professional lighting for 24/7 visibility
Comprehensive photo and video documentation for social media amplification
Expert artists carefully rendered every detail to ensure brand authenticity.
Breaking Traditional OOH Boundaries
What elevates this project above standard hand-painted advertising is its integration into a larger marketing ecosystem. Working alongside Brand Pearls agency from Munich, the campaign seamlessly blended traditional out-of-home advertising with street art authenticity. The 14-day installation period wasn't just about visibility – it was about creating a cultural moment that resonated both locally and globally.
"This kind of hand-painted advertising requires perfect synchronization between multiple stakeholders. From securing permits to coordinating with photographers and videographers, every element had to align perfectly to achieve the desired impact."
notes the project coordinator.
The strategic location near the DFB Museum maximizes visibility for both locals and tourists.
Beyond Traditional Advertising
The success of this campaign demonstrates how graffiti advertising can transcend traditional marketing boundaries when executed thoughtfully. The project's 50,000€ investment covered not just the artwork creation, but a complete experience, including:
Professional night-time lighting
Comprehensive permit management
Multi-day photo and video production
Installation and dismantling logistics
Materials and specialized equipment
Breaking Through the Digital Noise
In a world where 91% of consumers report ad fatigue on social media, with over a third actively blocking advertisements, C.P. Company's approach shows how graffiti advertising can cut through the noise. The campaign's success in Dortmund follows in the footsteps of other groundbreaking fashion-art collaborations. The iconic partnership between Louis Vuitton and Takashi Murakami revolutionized luxury branding with its vibrant designs, while Hermès' collaboration with street artist Kongo brought fresh energy to their classic scarf collection. These successful precedents demonstrate how merging high fashion with street art creates powerful cultural resonance that traditional advertising struggles to achieve.
"When you combine the cultural weight of football with the craftsmanship of luxury fashion and the raw energy of street art, you create something that resonates on a deeper level," explains Basa Studio’s project coordinator. "This isn't just about advertising – it's about becoming part of the city's visual narrative."
The meticulous craftsmanship required for hand-painted advertising represents the 'slow luxury' movement, where brands are returning to artisanal techniques that emphasize human skill and authenticity.
This trend is particularly evident in the luxury sector, where according to Jing Daily, major fashion houses including Loewe, Gucci, and Hermès are increasingly turning to hand-painted murals and artistic collaborations. This return to artisanal advertising techniques isn't just nostalgia – it's a strategic response to digital saturation, offering what the luxury sector calls 'slow luxury' – an emphasis on craftsmanship and timelessness that resonates deeply with contemporary consumers.
Brands like Swarovski, Valentino, and Burberry are joining this movement, recognizing that in cityscapes dominated by digital screens, hand-painted artworks provide the authenticity and human touch that today's consumers crave. For brands considering similar activations, the key takeaway from C.P. Company's success is clear: when hand-painted advertising is approached as a blend of art, culture, and strategic placement, it can deliver impact that traditional advertising simply can't match.
Watch how this massive graffiti advertising project came to life over five days
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