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The campaign “The sun changes your mood” used clean graffiti to give a more cheerful, summer look to well-known figures such as Sherlock Holmes, Winston Churchill and Franklin D Roosevelt.

The statues were transformed by the art technique known as clean graffiti, a sustainable practice that turns a dirty surface into a canvas, to showcase the Canary Islands’ sun through the shadows of some of Europe’s most famous statues. We’re using this action to promote the mild winter climate of the Canary Islands compared to the low temperatures in European markets, a clear differential advantage that also does away with seasonal variations in tourist arrivals to the region.

The fun content featuring 14 influencers from all over the world helped to give greater the visibility to the Canary Islands campaign “The sun changes your mood”.

In addition to developing a media strategy, we boosted the visibility of this action through fun content featuring 14 influencers from all over the world, who ensured the actions on the statues went viral and presented the Canary Islands as the best antidote to the local bad weather. With the help of the content creators, we reached more than 2.1 million impressions on various platforms.

In addition, more than 215,000 pedestrians saw first-hand how the Canary Islands sun changed the mood of the statues.

London, Paris, Dublin, Amsterdam and Hamburg

In London, the statues featured in the art transformation were fictional detective Sherlock Holmes and former Prime Minister Winston Churchill.

The creative experience also took place in Paris, where the popular figures chosen were former United States President Thomas Jefferson and legendary city statues Le Passe-Muraille, Sous le Chapeau and Li Xiao Xhao’s Aux Travailleurs Chinois, which were transformed under the shadow created by the Canary Islands sun.

Statues of Sherlock Holmes, El Paseante, James Joyce and Morgenstunde featured in the Canary Islands campaign.

In Dublin, the statues chosen for the action were of author James Joyce, musician Phil Lynott and legendary fish hawker Molly Malone. The Dutch witnessed the transformation of their heroine Majoor Bosshardt, philosopher Baruch Spinoza, and singer Andre Hazes. In Hamburg, the popular Zitronenjette, Stroertebeker-Denkmal, Skulptur Liegende and Morgenstunde statues were part of the momentary transformation.

The action was backed by an investment of 283,700 euros from Next Generation EU funds.