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从灰烬到艺术 | Ash to Art

基本信息
行业: 公益与非盈利组织
媒体:设计与品牌
投放:英国
风格: Minimalism
说明cnen
Execution

To exhibit our 25 new artworks, we required an exhibition space that was both renowned and accessible to the general public. Therefore we chose Christie’s global headquarters in King St, London to exhibit this very special body of unique work. The exhibition was launched with a special press-event before opening to the general public on March 3rd 2017 and lasting four days, before going for auction on March 8th at Christie’s Post-War and Contemporary day sale. Despite the vast range of executions, from sculpture to drawing, painting to ceramic, all artworks contained the central thread of the school’s destruction, while simultaneously possessing its rebirth. Through the light grey walls, somber lights and subtle livery, the space was both a fitting memorial to the library’s death and provided the quiet, reflective space to both commemorate what once was, but to imagine and inspire what will be.
Synopsis

In May 2014, The Glasgow School of Art was devastated by fire. It was one of the UK’s most iconic buildings and home to its most successful art school. The building itself was a work of art. Tragically, the fire destroyed the Mackintosh Library, one of the world’s most famous Art Nouveau interiors and the masterpiece of visionary Scottish architect Charles Rennie Mackintosh. The Glasgow School of Art is an internationally renowned institution and has produced more winners of the Turner Prize (the UK’s most prestigious contemporary art prize) than any other school. After the fire, the School received limited financial help from the UK government and needed a transformational idea to raise funds and publicity for the rebuild.
CampaignDescription

Ash to Art. Our idea harnessed the solidarity of the artistic community by sending ash from the fire to 25 world-famous artists, and asking them to create a new piece of art, which would then be auctioned at Christie’s, the world’s biggest auction house, to rebuild the School. Each piece of ash was given powerful meaning and context by a label identifying it as ‘Bookcase. Charles Rennie Mackintosh. C. 1909’. These powerful reminders of a much-loved art school touched the hearts of even the most charity-fatigued artists. The use of that classic art school material – charcoal – to reincarnate the School, struck a chord with artists. One of the artists said, “it was like receiving the ashes of a dear friend” and another said, “it released the smell of the fire”. In supplying them with simply a raw material, we gave artists an open brief allowing free reign for their self-expression.
Outcome

3 years after the fire, The Glasgow School of Art became big news again as our exhibition and auction captured the attention of art lovers from around the world. The artists produced an inventive, diverse body of work that immortalised the old building, elevating the humble by-product of the fire into a legacy of 25 iconic pieces of art.The 3 day exhibition brought over 10,000 people into Christie’s and received mass coverage and positive reviews from key influencers in the artistic community, reaching 42% of the UK population. The auction was live streamed and drew global attention, attracting bids from 28 countries worldwide. The auction resulted in total sales of £706,438, and with further pieces still to be sold, our total is expected to be well in excess of £1 million.
Strategy

When a destructive fire wiped out the past, present and potentially the future of one of the UK’s most important centers of creativity, the global artistic community felt a flood of emotions. Shock. Grief. Sadness. We wanted to harness the emotion of this artistic community to raise money and publicity to rebuild the School.
制作信息
品牌:
广告公司:
执行创意总监:
摄影:
设计:
客户主管:
客户经理:
制作公司:
其他职位:Creatives: Giles Hepworth, Bill Hartley
Head of Art: Dave Dye
Creative Producer: Kate Duncan
Entrant Company: J. WALTER THOMPSON, London, United Kingdom
Media Agency: J. WALTER THOMPSON, London, UNITED KINGDOM
PR Agency: J. WALTER THOMPSON, London, UNITED KINGDOM
Additional Company: THE GLASGOW SCHOOL OF ART, Glasgow, UNITED KINGDOM
Head of Art, Dave Dye, J. Walter Thompson London
Creative Producer, Kate Duncan, J. Walter Thompson London
Creative, Giles Hepworth, J. Walter Thompson London
Creative, Bill Hartley, J. Walter Thompson London
奖项
D&AD 2018
黄铅笔 公益创意
Advertising & Marketing Communications /Not for Profit
D&AD 2018
石墨铅笔 公益创意
Design/Not for Profit
D&AD 2018
木铅笔 直效
Direct Response/Ambient
D&AD 2018
木铅笔 体验
Live Shows
The One Show 2018
金铅笔 知识产权
Experimental / Internal Projects / R&D
戛纳国际创意节 2017
金奖 娱乐
Excellence in Partnerships with a Talent
戛纳国际创意节 2017
铜奖 设计
Spatial Brand Installation & Experience
戛纳国际创意节 2017
入围 直效
Charities & Non-profit
戛纳国际创意节 2017
入围 娱乐
Talent: Live Experience
戛纳国际创意节 2017
入围 娱乐
Live Brand Experience
戛纳国际创意节 2017
入围 娱乐
Brand Experience: Integrated
戛纳国际创意节 2017
入围 娱乐
Excellence in Partnerships in a Brand Experience
戛纳国际创意节 2017
入围 媒介应用
Charities & Non-profit
戛纳国际创意节 2017
入围 公关活动
Integrated Campaign led by PR
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

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