Street Art School
Posca
TBWA\Paris
The Challenge
In France, young people from underprivileged neighborhoods have very limited access to art studies, which are often expensive and highly competitive. Yet, these same neighborhoods are rich with street art—a vibrant form of expression hiding in plain sight.
The Solution
Posca, the iconic marker brand, launched “Street Art School”—a series of audio and video masterclasses written by Louvre professors, inspired by street art created by world-renowned artists in underprivileged neighborhoods. By simply scanning a QR code placed next to the artworks, anyone can access these university-level courses for free, anytime.
With this initiative, TBWA\Paris brought art education directly into the heart of underserved communities, offering young people a fun, accessible, and engaging way to explore art and its history.
Watch the Case Study
The Results
The initiative was a clear success in achieving its primary goal: democratizing access to art education and general art knowledge.
Just a few months after launch, total podcast listening time surpassed 78,000 minutes in underprivileged neighborhoods across France. Thanks to the QR codes placed alongside the artworks, we were able to track both the origin and volume of these listens.
This marks an important first step in breaking the exclusivity surrounding art education—ensuring it is no longer reserved for a privileged few.
In the coming years, the ambition is to inspire a new generation of artists, art educators, and passionate enthusiasts emerging from these underserved communities.
