Barbara Burian, the CEO of BURIBA branding and advertising agency was invited to a TV interview, a live morning show by the Hungarian TV channel, LifeTV to speak about their recent work which was exhibited as a billboard at ARC Public Art Exhibition (ARC Kiállítás in Budapest). The billboard immediately took the spotlight as it […]
Barbara Burian, the CEO of BURIBA branding and advertising agency was invited to a TV interview, a live morning show by the Hungarian TV channel, LifeTV to speak about their recent work which was exhibited as a billboard at ARC Public Art Exhibition (ARC Kiállítás in Budapest).
The billboard immediately took the spotlight as it was displayed at ARC Exhibition. It was often described endlessly sad, thought-provoking, and sometimes even morbid and provocative. The artwork was titled as Sleep, Mommy, Sleep (Tente, Mama, Tente in Hungarian) and it portrayed the tragic consequences of Covid-19 for pregnant women and new families.
Perinatal Genetics NGO (Babagenetika) is one of the clients of BURIBA who contracted the agency for a creative concept and graphic execution. BURIBA loves working with NGOs and standing up for social issues. As the mission of the Perinatal Genetics NGO is to provide an emphatic approach to doctor-patient communication during pregnancy, the chosen topic was obviously connected to childbirth but we both wanted to dig deeper and unveil the hidden truth of a terrible social issue that was hitting Hungary during the pandemic.
In the TV interview Barbara Burian was asked what makes a marketing campaign successful. Ms Burian believes that every campaign must be rich in layers. The longer you look at the artwork, the more meaning you find. An excellent marketing campaign will stick in your mind if you find an association from the diverse but clear communication messages that you can personally identify with.
Barbara Burian visited the exhibition prior to TV interview and just stopped in front of the billboard and was watching the crowd’s reaction to the billboard. Most of the times people were standing for long minutes in silence in front of the artwork. It was touching and often heart-breaking to see when couples and pregnant women broke into tears. No men had passed the billboard without any emotional reaction. Some of them showed empathy, while others found it “heavy to dealt with”.
In the TV interview Ms Burian unveiled some of the meanings of the billboard. First of all, the billboard describes how a doctor saves the life of a baby from the lifeless body of her unvaccinated mother. By reading the small letters, the audience can understand that the doctor was not an obstetrician or a midwife but an anaesthesiologist as there were not enough doctors during the pandemic in the Hungarian hospitals. The graphic design including the colors, fonts and shapes shows some kind of morbidity and surrealism as anaesthesiologists are not trained to perform C-sections. Furthermore, Barbara Burian spoke about the emotional challenge for fathers and siblings who have to welcome a new-born family member meanwhile they are dealing with an enormous pain of losing their wives and mothers.
Around 200 thousand people visited the ARC Exhibition, and thank to the online campaigns, the offline PR and the word of mouth communication, it reached more than 1 million people in Hungary.
Barbara Burian, the CEO of BURIBA and Anna M. Sevcsik, the founder of Perinatal Genetics NGO (Babagenetika) are planning to come up with another power billboard for the next ARC Exhibition.
Watch their TV interview in Hungarian: