May 01, 2014 • By

Nature Valley attracts attention in Ireland

It’s no secret that Nature Valley loves nature – after all, it’s in the brand’s name. But the team at Nature Valley Ireland took this love to the next level when they created a reverse graffiti project on the side of a derelict building in Dublin.

What is reverse graffiti?

In this case, the creative team on the project adhered a stencil to the building and power washed it to let the design shine through. They added a bit of whitewash to ensure the message really stood out in this high traffic area. It’s temporary and it’s environmentally-friendly, and it makes a big impact.

nature valley europe

“The wall was dirty and unappealing before its Nature Valley transformation,” says Grainne Galvin, brand manager. “It’s a minute’s walk from George’s Street and Dame Street, two thriving areas in Dublin. We hope that this interrupts passers-by on their daily commute.”

reverse graffiti before after

Here’s the team’s video documenting the fun process:

Nature Valley Wall Stencil from Image Zoo on Vimeo.

While residents and tourists are visiting St. Patrick’s Cathedral, Marsh’s Library and the Iveagh Trust buildings given to the city by the Guinness family, they’re walking by a bright spot that reminds them of Nature Valley’s love of nature.

At the unveiling of the (sanctioned) reverse graffiti, the team even handed out Nature Valley granola bars to hungry crowds passing by.

“It turned out really well and we were delighted with the end result,” says Grainne. “We wanted to do something different.”

And, if the chatter on Facebook, Twitter and the media coverage is any gauge, they succeeded.