State of The Arts: -60% Culture

State of the Arts, an open platform to reimagine the conditions that shape the art world, increased reach, earned media, and political change in Belgium by challenging the critical state of culture in Belgium.

Campaign details

Title: -60% CultureBrand: State of The ArtsProduct: Flemish artIdea: BBDO BelgiumCountry: Belgium

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 months or lessBELGIUMNon-specificOtherMiddle0 €


The campaign's objective was not about promoting a brand, but about promoting a fundamental element of our everyday existence. It sought to raise awareness and mobilize the public around the critical state of culture in Belgium.

It aimed to change the public's behavior and perception of culture, motivating them to actively advocate for it.

Ultimately, the...

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