JACK ARTS took this campaign to a whole new level with the launch of two dynamic and interactive billboards, designed to target distinct audiences, surprise and engage. The first installation celebrated one of this year’s headlining shows, Football: City of Art United, with a clever nod to football fan culture. The creative poster install invited passersby to physically interact by tearing away individual cards designed to look just like classic football collectables. On the back of each card was information about the show, turning each piece into a memorable takeaway and a personal invitation to experience the festival. Bending nostalgia, interactivity, and excitement, with an engaging street-level celebration of the beautiful game and the arts.

The final creative build spotlighted WHAT DO YOU WANT?, the powerful show by Mary Anne Hobbs and Anna Phoebe. The street-level 16 sheet on Tib Street was transformed into a platform for unfiltered expression. Using a clean white backdrop, it invited passersby to pause and reflect on the deeply personal question: What do you want? They could either write their answers directly on the board or jot them down on notepaper provided and post them through a letterbox attached. The response was overwhelming. Within days, the space was covered in a kaleidoscope of heartfelt, hilarious, and deeply honest answers, turning the space into a living, breathing snapshot of public emotion and desire.