How Clear Channel freshened up the prince of Bel-Air with an airport mural
Clear Channel Airport and Peacock developed the winning mural at The Drum Awards for Out of Home 2022, in the Best Mural/Hand Painted Display category, showcasing Bel-Air a reboot of the beloved Fresh Prince of Bel-Air.
How Clear Channel freshened up the prince of Bel-Air with an airport mural
The brief
The Bel-Air campaign in Philadelphia International Airport (PHL) was a first of its kind for the airport. This execution was an inventive concept designed to promote Peacock’s new TV drama, Bel-Air. Local Philadelphia artist, Alloyius Mcilwaine was commissioned to produce a mural within PHL over the course of a week, promoting the 2022 reimagined series, Bel Air.
The idea
This execution was an inventive concept designed to promote Peacock’s new TV drama, Bel-Air. Local Philadelphia artist, Alloyius Mcilwaine was commissioned to produce a mural within PHL over the course of a week.
The execution depicted a throwback reminiscent to the original 1990 The Fresh Prince of Bel-Air based on the series’ opening credits, where Will Smith’s character is famously spray painting a wall.
Transforming an airport wall as his backdrop, Mr. Mcilwaine created an awe-inspiring canvas integrating both the original and current TV series with elements of Philadelphia. The promotion evolved into an opportunity to showcase local talent, generate hometown pride, and elevate community relations.
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For travelers journeying through the airport, the mural can typify many things – an unexpected and striking piece of artwork to marvel at as you arrive/depart the airport; an unconventionally modern-day homage to Philadelphia; a unique approach to support and promote local talent and the arts at the gateway to the city; a feeling of nostalgia for an older generation who will not be able to pass by without singing In West Philadelphia born and raised…
The results
On top of the airport footfall, there was additional uplift on social media from the artwork.
This campaign was a winner at The Drum Awards for Marketing 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.