Evoca Art

From ordinary post to global news

How Evoca invented one of the most successful campaigns on the Armenian Internet in order to create positive and light content during the pandemic and how this year they returned to the series to pay tribute to Sergey Parajanov. The head of Evoca's marketing and PR department Lucy Sarukhanyan tells. 

Let's beat the pandemic with art

It was a few years ago, it was pandemic, everything was closed, the bank was working in a limited mode, and we were all sitting in our homes and thinking about what kind of interesting products and campaigns we could creat to make those strange and tense days a little more interesting. We should create positive, creative and light content for social networks. We decided to create a post related to art, and then we thought why not combine our brand with the heritage of art giants. That's how we created this series, in which the Evoca logo is depicted in the style of various great artists.

Frida's face

In the first stage, we got 12 images, in the style of 12 great artists: Frida, Malevich, Kandinsky, Picasso, etc. When choosing, we were primarily guided by the personal preferences of our team. Of course, it was also important that the artists and the selected pictures were recognizable and understandable to our followers. By the way, on Frida we suffered the most. It was difficult to find such a work that clearly refers to her art. Finally, we came to her self-portrait, because she often painted herself in his paintings. In the end, we were very satisfied with ourselves, it turned out to be something really interesting and unique (remember, it was 2020). But the unprecedented global response we received was unexpected even for us.

Global response

We made the campaign with simple marketing steps. First, we posted it on our social networks: Facebook, Instagram, LinkedIn. Then we noticed that there is a lot of organic involvement. We added a small advertisement, purely symbolic. But even that small investment brought enormous results. Overnight, the post reached the pages of very famous news outlets related to design, architecture, art and marketing, with millions of followers on social networks, who shared our publication as an original and beautiful work. The post collected thousands of likes and admiring comments. We are still surprised when a new news outlet still shares this post after 4 years.

And one day we received a letter from a foreign follower who had seen this series and asked to send him the work files. It turned out that he liked it so much that he wanted to tattoo it on himself. We explained that this is a bank logo, a commercial project... In any case, it was a great reason to be proud.

Parajanov deepness

In general, Evoca is known for its creativity, for which art is a source of endless inspiration. It is in our DNA. Everyone in our team is an art lover. Parajanov is, of course, one of our favorites. Moreover, it will be difficult to say which particular expression of his art we like more. both cinematography, collages, and graphics are unique

Since this year marks the 100th anniversary of the maestro, we decided to return to Evoca Art and create three new works inspired by Parajanov's art. Especially for that, we once again visited his house-museum with the whole team, once again we were all shocked by his multi-layeredness and deepness. We tried to express those impressions in the new logos. Let this be our humble congratulations to the incomparable Parajanov.