Fictional Brief: Communicate Beton – The Street Art Festival

*Copying of both written and visual content from this post is not allowed.

Ilustrations belong to Andreea Mitica and Madalina Andronic. Please respect their art.*


Copywriting tasks:

1. Write a 400 word text that describes one day at that festival.

Artwork by Andreea Mitica.


Beton Street Art Festival – Folklore meets concrete

Join us for a folkloric incursion into the past while walking in the present. Start your day by heading over to MARe where you'll have the chance to explore an interactive exhibition focusing on traditional Romanian clothing. Find out more about the history and patterns of the clothes by scanning each outfit, using the free Artivive app. Next in line is the Museum of the Romanian Peasant (MTR) which awaits, with handmade symbols of spring (aka Martisor Fest) created by local artisans and projections of movies about traditional crafts.


If you feel like you've had enough about history, go to Qreator by Iqos. This creative hub hosts an exhibition with capsule collections by local designers. The main focal point is yet again, Romanian folklore. You'll find items by Tammy Clothing, Ami Amalia and Killem Studios, leather creations by Iutta, shoes by Mihaela Glavan and Graure, jewellery by Obsidian and Lelograms. If one of the pieces speaks your language, you can take it home. That's right, the items are on sale!


Maybe the Qreator hub got your creative juices all worked up. Why not sign up for a clay

workshop at the Lutfain studio by Andreea Chiser? With a maximum of 5 participants per session, there's no way you won't be able to sync your mind and your hands, to create a stunning piece of traditional art. After this dose of creativity, keep your brain plugged in and visit the studio owned by plaster artist, Ms. Maria Radulescu. For this edition, she created traditional Romanian masks using, you guessed it, gypsum. Stop by her shop, scan each mask using Artivive and go back in time to find out where these key elements of folklore come from.


What's next? Within 20 mins walking distance is Magheru One. Up high on the rooftop, reading sessions of traditional texts known as Doinas (collected by Romanian poet Vasile Alecsandri) are organized by Arcen. If that's too quiet for you, visit our creative platform! We'll be streaming the Subcarpati and Vita de Vie concerts from Expirat Club. We'd normally invite you over there to join the bands but this time, we're gonna have to settle for the online invitation.


Perhaps you only feel like walking in the city, without going to exhibitions and workshops. We've got you covered as well. Throughout Bucharest, there are folklore based murals drawn by local graffiti artists (Sweet Damage Crew, Obie Platon, Pisica Patrata) during the daytime and projections on the main historical buildings, as well as led light signs (by OmNeon) hung above the Dambovita River. Visit our website to see the map with all these locations, for a complete itinerary.


2. Imagine a guerilla way to promote the festival on the city streets.

1. Strings of white and red rope (Martisor symbol) hung on the branches of trees, in the main parks of Bucharest (Cismigiu, Herastrau, Ior, Titan, Carol, Tineretului, Izvor, The Botanical Garden, Kiseleff, Circului, Floreasca, Tei, Plumbuita, Romulus, Dorobanti).

2. Illustrations by Romanian artist Madalina Andronic, placed on the buses, metro and the trains which connect the city to the airport (with qr codes directing towards the festival app and website). Here is Madalina's portfolio: https://www.behance.net/gallery/107703539/Romanian-Traditional-Shirt


Instead of photos of animals (which belong to a campaign by the Copenhagen Zoo in 2010):

I suggest we use a collage of illustrations such a these ones (by Madalina Andronic):

3. The statues in the parks and in the city centre dressed in Romanian blouses (ie).

Photo examples of statues dressed in casual clothes:

Instead of normal clothes, the statues in Bucharest would be dressed in traditional garments:

4. Traditional patterns drawn on the manhole covers (with qr codes directing towards the festival app and website). Photo examples of manhole art in Japan:

Instead of Japanes inspired art, I would use elements such as these (artwork by Andreea Mitica):

5. Drawing traditional patterns on the pedestrian crossings.

Photo example of a campaign done by Mc Donalds:

Imagine that on a pedestrian crossing, on each white line there would be a pattern similar to this one (artwork by Andreea Mitica):


Social media tasks:


1. Build a growth audience strategy to attract the right communities around the festival via different social media channels.

Element 1: Audience Identification

Who are the people we're aiming to attract: the 18 – 25 year generation.

We need to conduct research in order to figure out who sparks their interest: bands, visual artists, influencers, content creator, radio stations, printed media.

We can take advantage of tools such as Insights in order to find out the demographics of our followers. In addition, we also have to figure out which is the best writing style, fit for the audience (in this case, an informal tone would work in order to get closer to the 18 – 25 generation, without boring them).

Element 2: Content Creation

We need to produce good quality content. We also need to produce content on an ongoing basis and post regularly, on various media channels (Instagram, Facebook, Twitter, Youtube, blog). Keeping our viewers interested means that they won't click the unlike/unfollow/unsubscribe buttons. We need to consider using both photography and video on the the social media channels.

Mixing written content with visuals in order to create a broader image of the product we wish to promote. Captions enhance the visual information, adding context to the post. Creating content before the festival begins, during the event and after-movies as well.


Element 3: Content Optimization

Using different content on various social media channels such as Facebook, Instagram, Youtube, maybe even TikTok. The posts need to be synced but not identical (different images and text for different channels). Instagram could be used for creative content and Facebook for more straightforward promotion, such as a Facebook Event for the festival. Texts for blog posts on our website could be turned into short posts for Insta-stories, newsletters, Youtube descriptions.

Element 4: Content Distribution and Promotion

We need to make sure that our content reaches the right audience, in the right time frame. Therefore, paid partnerships with influencers who promote the idea of urban aesthetics will surely help spread our message across, all the way to our target.

Re-sharing the content posted by people who are invited to participate (artists, collaborators, media partners) shall also help develop our reach.

Promoting the event with radio stations, printed media, art institutions (universities and museums) via barters is another option when it comes to be present where people are looking, listening, reading.

Element 5: Audience Conversion

Selecting a key conversion metric to measure our audience growth is important because we are likely to have more precise numbers to focus on when creating a campaign.

There are multiple metrics that could work, depending on our goals. In our case, turning somebody into an Instagram follower (due to the creative nature of our event) is what provides the most value. Instagram followers are our key conversion metric that enables us to efficiently reach the type of people who might be interested in attending a festival such as Beton Fest.

Element 6: Audience Activation

The final step in the process of audience growth is to activate the acquired audience.

In order to do so, we need to figure out ways to get our existing audience to consume and share our content, as well as develop strategies to get our visitors to spread the word about our event.

Our ability to activate our audience is a key to supercharging our growth because it means that each additional new follower (or fan/subscriber) brings with them a whole network of other people they can inform about our festival. The best audiences are the ones with the most engaged and passionate fans. And the most engaged fans are the ones where creators are committed to serve and connect with them (by offering useful information, presets for photography, promo codes, giveaways). Treating our fans like gold and taking a personal interest in them is key to our success.


2. Share at least 3 technical tips to reach more people, faster, while creating a paid post on the social media channel of your choice. Tip 1: Art contest and giveaways on Instagram. Art contest for visual content creators attending the festival with prizes such as 1 MacBook Pro (1st place), 1 MacBook Air (2nd place) and 1 Ipad (3rd place). Rules for contest: Follow the Festival Instagram account and submit visuals based on traditional Romanian Art. Giveaway with items created by Romanian designers (from the Qreator exhibition) Rules for giveaway: Like posts, Share posts, Follow the Festival and participant artists. Tip 2: Instagram take-overs by influencers while attending the festival, which aim to determine more people to visit the event. Tip 3: Using the right hashtags in order to promote the festival. #betonfest #folkloremeetsconcrete #folklorexconcrete #folklorestreetart #folkloricaesthetics #foklorefest #artmanifesto #traditionalart #betonfolcloric #tezaurdebeton #takenoverbyfolklore #folkloricincursion.

Using the Instagram profile before the festival (teasers), during the festival (on-location content creating) and after the festival (follow-ups such as after movies, throwbacks highlights such a artists of Beton fest), in order to maintain the viewer's attention. Tip 4: Tagging the festival locations and artists (their profiles on Instagram) and asking them to share information and post about the event via their platforms (cross-posting). Museum of Recent Art, Museum of the Romanian Peasant, Arcen, Qreator by Iqos, Expirat Subcarpati, Vita de Vie, Killem Studios, Iutta, Lelograms, Ami Amalia, Tammy Clothing, Graure, Obsidian, Mihaela Glavan, Lutfain, Madalina Andronic, Andreea Mitica, Sweet Damage Crew, Obie Platon, Pisica Patrata, Om Neon, Ioana Puiu, Maria Radulescu. Tip 5: Re-sharing the content posted by people who attend the festival, under the highlight called #peopleofbetonfest. Creating a set of Instagram stickers and filters to be used by the attendants, when creating Insta-stories from the location. Filters and stickers could be created by Ioana Puiu.

Sample posts for Instagram (single post, feed, story).


Example for single post (artwork by Andreea Mitica)

Hi! My name is Cosanzeana. You've probably seen me and my friends around the city. You're probably wondering what's going on. I'll give you a hint.

Folklore meets concrete: traditional art takes over the city.

Join us @ Beton – The Street Art Festival. More info in the Bio link.

Grid example for feed (each post is a teaser about the festival). Artwork by Andreea Mitica and traditional symbols found via google images.

Example for Insta-story (artwork by Andreea Mitica).


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 Proudly created by Andrada Mihailescu.