Molson mural painted ‘tweet by tweet’

by all | 23 July 2012 11:58 am

Finnish artist Kustaa Saksi recently painted a 12 x 30.5-m (40 x 100-ft) psychedelic mural on a downtown Toronto wall, collaborating with the public to complete the project through a ‘paint by Twitter’ process.

Saksi (pictured above left, centre) was commissioned by Molson Coors Canada, which donated $20,000 to the Canadian Art Foundation as the project progressed. This sum represented $1 for each of 10,000 Canadians who tweeted with the hashtag ‘#MolsonM_Art,’ along with a matching donation of and additional $10,000. With each tweet, another piece of the mural unfolded under Saksi’s direction.

“We thank everyone who showed their support for art in Canada,” says Martine Bouthillier, Molson M’s senior brand manager. “Each tweet played a part in bringing this masterpiece to life.”

The mural was displayed in May and June near the intersection of King and Church Streets. It was cross-promoted with art reproductions on bus shelters and walls in Montreal, Quebec City, Toronto and Calgary by street artist Patrick Thompson and designer Felix Wittholz, while Twitter handles were added to the mural by graphic designer Belinda Love Lee.

“This first-ever, one-of-a-kind, paint-by-tweet campaign is a great example of community collaboration,” says Ann Webb (pictured above, right), executive director of the Canadian Art Foundation, which promotes the visibility of artistic talent in Canada.

Source URL: https://www.signmedia.ca/molson-mural-painted-tweet-by-tweet/

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