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"Points of Unity" Art Project

"Points of Unity" is a social art project implemented by BigMedia (BigBoard Ukraine) with IZOLYATSIA Cultural Initiatives Platform, which combines the unique creative idea of Danish artists Sophie Hesselholdt and Vibeke Mejlvang and the possibilities of contemporary outdoor advertising as an art object. The philosophy of the "Points of Unity" project is in the unity of diversity and the combination of opposites, which alltogether create a real beauty and strength. In the original drawings of the Danish artists, the two colors of the Ukrainian flag, blue and yellow, are symbolically combined in the third, green color - the color of life, hope, future, which together with the main message of the project - "Let’s look for points of Unity" - creates a deeply philosophical art-object that calls for action and motivates to think about the main thing; e.g. about the world in which we want to live, about which future we dream, about the value of mutual understanding and relationships between people, about responsibility for our own happy life and the future that we create right now, every moment. BigMedia Company is the largest sales house of outdoor advertising in Ukraine and the first operator, which deliberately tries to develop the very social component of outdoor advertising, since outdoor advertising is part of the modern urban environment, which, in the first place, is an important tool of communication here and now, which can motivate to action, makes to think, rejoice, inspire, be an art object and even save lives ... BigMedia has already implemented more than 600 social initiatives in various spheres of public life. And in winter 2018, the "Points of Unity" project, created in close cooperation with the fund IZOLYATSIA, decorated 50 billboards in Kiev. "Points of Unity" has become an extremely interesting experience for us. This is not only a social responsibility and awareness - this project is about real, meaningful and important things for society; it is about us and about what we really believe in.

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50 Number of units

2018 year

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#BigBoardMeetingPoint: Norman Foster's outdoor furniture at ATLAS Weekend

At the heart of modern urban development concepts, first and foremost, is the idea of creating a comfortable space for life. The idea of sociality and public services improvement is at the core of complex infrastructural and urbanistic projects, thanks to which modern cities become "smart", integrated people-oriented public spaces. Comfort is felt in details. Today, world-famous architects and designers work on creating beautiful, comfortable and technological elements of the urban environment - outdoor furniture and outdoor advertising structures - and its functionality is aimed at supporting a holistic and organic city space. On July 3-8, as a partner of the festival, BigMedia company (BigBoard Ukraine Group/JCDecaux) presented a modern line of outdoor furniture at ATLAS Weekend - the largest music event in Eastern Europe, which is annually visited by hundreds of thousands spectators. To ensure that the guests of the festival could easily find each other and not to be lost in such a crowded event, a special platform was created (the “bus shelter” and information pavilion) - #BigBoardMeetingPoint - a comfortable and functional meeting place. #BigBoardMeetingPoint has become, in its own way, a unique location for the festival. The platform itself and all its components were created from outdoor furniture (comfortable “bus shelter”, information panels) by the legendary British architect Norman Foster - a man, whose design has changed the face of many cities all over the world, from Paris to New York, and which is now represented in Ukraine - BigBoard Ukraine has been implementing outdoor furniture projects for over six years in Kyiv, Odessa, Kharkiv and Dnipro. During the festival, #BigBoardMeetingPoint became a really popular meeting place where people had possibility to relax, to charge a personal gadget and to have fun making pictures in a stylish photo zone. It is also important that visitors were pleased to learn that such outdoor furniture and convenient bus shelters with charging for gadgets are already exist in Ukraine: "I like to be here. Just recently, I’ve been in Prague, I saw such bus shelters there and, by the way, advertising posters in such a format look very organic, it's beautiful! I think, such small things makes Ukraine to look like a real European capital. It is pleasant to stay at such a bus shelter, and it is convenient that there is a charging for the phone and the glass is tinted - it protects from the sun quite good. And it is just cool!) "- says a young guy, one of the visitors of the platform, while waiting for a meeting with the company of friends. #BigBoardMeetingPoint and experience of direct communication with people at ATLAS Weekend, once again proved and demonstrated the advantages of a new approach to outdoor advertising, as to the integral part of a comfortable urban environment created for a person.

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1 Number of units

2018 year

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A Radically Better Tomorrow: the Danish creative duo Hesselholdt & Mejlvang published a book featuring the first Ukrainian art project in ooh advertising "Points of Unity".

"A Radically Better Tomorrow" - this is the title of a new book by the Danish artistic duo Sofie Hesselholdt and Vibeke Majlvang (Hesselholdt & Mejlvang), which was presented at the end of February 2019 in Copenhagen. This is already the third book of the Hesselholdt & Mejlvang creative publications series, based on interviews recorded in September 2018. The artists themselves say that this is an "intimate" book that slightly opens the curtain of the creative process. It reflects their artistic vision and world outlook, and, focusing on sketches and ideas, shows the lively boiling energy of artistic process, which is usually hidden from public. The key idea of the book is an interest to a person who lives in a complex political reality, and the idea of art as a material language that can influence and change the world. This is what stimulate and inspires the artistic duo. This idea unites all sections of the book and all art projects of artists with the one main meaning. And one of the projects that clearly portrays this view of art and its main purpose, is the social project "Points of Unity", implemented by Sofie Hesselholdt and Vibeke Majlvang together with BigMedia and Izolyatsia Cultural Initiative Platform in winter 2018 in Kyiv. It was the “Points of Unity”, which combined the original artistic idea of Danish artists and the possibilities of modern outdoor advertising. It became the first outdoor art-object in Ukraine and reflected the idea that the art transferred to public space becomes not only an artistic work, but also a social statement that can influence, change and inspire, addressing society directly on the streets of cities, from usual billboards and mupies. Sofie Hesselholdt and Vibeke Majlvang were particularly interested in this combination of outdoor advertising and art, in transformation of streets into a kind of gallery and advertising objects - into the means of social communication. The "Points of Unity" philosophy were in the unity of diversity and the combination of opposites, which together create true beauty and strength. Hesselholdt & Mejlvang felt it was important to show and convey this idea as the most relevant for modern Ukrainian society. In the original idea of Danish artists, the combination of two colors of the Ukrainian flag, blue and yellow, to the third, the green color - the color of life, hope and future - is extremely symbolic and together with the main message of the project - "Let’s look for points of Unity" - created a deeply philosophical art-object. It motivated to think about the most important things; about the world we want to live in, future we dream about and how much mutual understanding value. As the project teaser, in Kyiv, the original watercolor paintings of Danish artists - a combination of yellow and blue together - were placed on the advertising constructions of BigMedia. The next stage - the disclosure of the essence and main messages of the project, took place in early February 2018 - in Kyiv appeared canvas with the text, as well as an official party-presentation with the participation of the authors of the idea. For BigMedia, participation in the "Points of Unity" project has become a very interesting experience. Following the principles of social responsibility of business, this project has given an opportunity to focus on the importance of outdoor advertising’ social component, on its capabilities as a communication tool, presenting advertising media as an art-object and harmonious component of the modern city environment. And this proves that a conscious and responsible attitude towards one's professional activity, a creative approach and a socially important goal can indeed create a Radically Better Future. Hesselholdt & Mejlvang web-site: https://www.hesselholdt-mejlvang.dk/

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50 Number of units

2018 year

28166314 1171890069611929 3765600528714679282 n

Change one life

Підтримуємо всеукраїнський проект з пошуку родин для чудових дітлахів

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150 Number of units

2017 year

Constructions mockup

Stop corruption

In support of the anti-corruption campaign led by TRANSPARENCY INTERNATIONAL.

Corupziya foto

300 Number of units

2016 year

Corupziya

Map me happy

A unique “happy urban geography” project was developed and presented by CANactions and EGEA within the TANDEM* program in 2014-2015. BigMedia actively promoted the project through OOH-advertising

04

62 Number of units

2016 year

Map me happy

It’s time to live for Ukraine!

Showing support of the Revolution of Dignity Museum on the streets.

25 let foto

70 Number of units

2016 year

25 svobodi

Missing Children Service

One of the best known social initiatives which returned each year to families for 20 children.

Bm back

200 Number of units

2010 year

Bb childrens

Ukraine, Kiev
str. Ihorivska 14a

+38 044 585 15 15

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