BETC: GRAFFITI GENERAL

Credits & Description:

Website URL http://www.graffitigeneral.com/
Type of entry: Craft
Category: Use/Curation of Image(s)
Advertiser: BETC
Product/Service: BETC DIGITAL
Agency: BETC DIGITAL Paris, FRANCE
Client: BETC
Product: BETC DIGITAL
Entrant: BETC DIGITAL Paris, FRANCE
Type of Entry: Craft
Category: Use/Curation of Image(s)
Entrant Company : BETC DIGITAL Paris, FRANCE
Advertising Agency : BETC Paris, FRANCE
Executive Creative Director: Rémi Babinet (BETC)
Executive Creative Director: Stéphane Xiberras (BETC)
Digital Creative Director: Ivan Beczkowski (BETC Digital)
Art Director: Julien Derreveaux (BETC Digital)
Art Director: Loris Cormorèche (BETC Digital)
Art Director: Simon Franckard (BETC Digital)
Copywriter: Romain Pergeaux (BETC)
Content: Karim Boukercha (BETC Digital)
Development: Thibault Dargeou (BETC Digital)
Development: Maxime Montegnies (BETC Digital)
Development: Simon Doury (BETC Digital)
3D Modeling: (CIRCUS)
Sound: BETC Music (BETC)
Sound: (LES KOUZ)
Agency Management: Eugénie Lefebvre (BETC)
Agency Management: Miranda Salt (BETC)
Agency Management: Xavier Blairon (BETC Digital)
Agency Management: Caroline/Melody Meyer (BETC Digital)
Agency Management: Charlotte De Bardies (BETC Digital)
Creative Execution:
To preserve as much as possible of this artwork, we modelized the largest real building ever in WebGL: 20,000m2 modelized in 3D, with 5,200 photos taken on site, calibrated and integrated with the 3D model.
We asked Karim Boukercha, street art curator, to reference up to 79 pieces of art and identify 42 famous street artists.
Finally we created a module so that people can make their own graffiti in the virtual building with already more than 64,000 virtuals graffs.


As an internal agency project, Graffiti Général had no media budget for its launch. We relied solely on the interest of the media and on word of mouth. Before the reconstruction work started, we invited journalists to visit the building and also give them the opportunity to discover the virtual experience whilst being in the real building.
With a zero media investment, Graffiti General had tangible results as:
- Over 20,000 virtual graffs the first week
- More than 64,000 virtual graffs in total
- 150,000 visitors
- 165 reached countries
- Hundreds articles
- Thousands tweets
- Graffiti General is now in the Google Cultural Institute gallery


The 'Magasins Généraux' of Pantin, a gigantic building of over 20,000 m2, was abandoned in 2004, and became the playground for graffiti artists from all around the world.

The building is now preparing to undergo a fresh transformation and will in 2016 accommodate our new headquarters.

On the eve of the launch of the building reconstruction, we dived into an innovative, audacious and a little bit crazy project: to preserve and share with the public the unique cultural heritage of the building through a 3D web site accessible to all - Graffiti General.

Our Objective was to protect the thousands of graffs and the atmosphere of the building and extend the life of this unique place through a new virtual and interactive experience.