People were defacing the beautiful D'Monte Park in Mumbai, sticking chewing gum everywhere. Haiyya, a not-for-profit organisation, wanted to make a difference by developing a creative solution to this problem. Our response to this brief was to offer people a better place for their gum, protecting the park in the process. We created ‘Stick-It Art’, getting artists in Mumbai to draw interesting illustrations on the back of every entry ticket, we invited visitors to complete the artwork by sticking their chewing gum to the piece instead of the park. Visitors to D'Monte were instant converts, engaging with the idea and understanding that they can’t stick gum anywhere they please.
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