The Culture Wall

Derry in Northern Ireland is famous for it’s graphic and violent murals depicting the troubles. They’re a significant part of the city’s history, but weren’t helping Derry’s reputation as a welcoming tourist destination. 

Tourism Ireland wanted to capitalise on their UK City of Culture 2013 status, and attract more visitors. We created a positive, future-facing and perception changing new mural. 

We used an art form associated with hate and division, to inspire togetherness. 27,000 people from around the world uploaded their profile picture through our Facebook app to create an 18-metre long positive new mural, which took pride of place in the city centre and became an official tourist attraction. The piece is a lasting symbol of community togetherness and helps build Derry’s future. 

Agency: Publicis London
My Role: Strategy, Concept and Art Direction