Diving Village: Street art

In the same week as The Wilderness fair in Stockholm, Sweden, the Swedish Diving Association performes a guerrilla campaign and paints divers just like road signs, to attract visitors to the "Diving Village", a part of the Wilderness fair.

The "Diving Village" is a part of the Wilderness fair and contains many different exhibitors within diving. To attract more visitors to the fair, especially dive-interested, the diving association has created a guerrilla campaign with street art painted white divers, just like ordinary road signs. And like road symbols there is an arrow, but it is pointing towards the nearest water. Underneath the diver is the web address www.börjadyka.nu [translation: www.startdiving.now]. The street art is painted in a temporary spray that easily disappears and goes away in rain.

Advertising Agency: Miami Guerrilla Agency, Sweden