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In. Fb. Tw. Li.

People couldn’t stop photographing this 7-week, rule-breaking wheatpaste campaign.

Chico Malo requested a window wrap to hide the construction of the soon-to-open Mexican restaurant inside CityScape. Instead, AWE crafted a seven-week street art campaign, forgoing the typical “Coming Soon” messaging in favor of something far more memorable. Knowing CityScape sees considerable foot and drive-by traffic, AWE created a changing installation to continually turn heads. It began with a bold, floral wrap with simple campaign message – “Find Your Local Bad Boy at ChicoMalo.com.” Week over week, the AWE team rolled on giant wheatpaste blowups of well-known “bad boys,” among them Jay Z, The Joker and dozens more, illustrating an ongoing collage of notorious figures. Spray paint, glitter and other layering effects created a dynamic, dimensional piece of artwork that captured audiences weekly while activating an otherwise-static set of window frames. The campaign earned more than 4,500 fan email registrations (and counting) from the installation’s URL…not bad for a “window wrap.”

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