KBR, the Royal Library of Belgium, faced low awareness and brand perception challenges.
To address this, Ogilvy Social.Lab and KBR partnered with artist Denis Meyers for the 'Behind These Walls' campaign. Meyers created paper-cut calligraphy artwork on KBR's walls, featured in a documentary and promoted via social media and PR.
Located on Mont Des Arts, KBR is largely unknown to Belgians, with 79% unaware of its purpose and 94% associating it only with the library. The campaign aimed to change perceptions, emphasizing KBR's cultural heritage beyond the library. The campaign captured attention by connecting the graffiti-inspired artwork on the exterior walls to the manuscripts and artefacts inside, encouraging Belgians to explore KBR's hidden treasures.