NOTICE

The file is temporarily not accessible. Please try later!

NOTICE

The current file is MB in size and your download remaining (MB) is not sufficient.

Your monthly download limit(150MB) will reset 12:01 a.m. GMT on the 1st of each month.

NOTICE

Considering bandwidth cost, WELOVEAD provides limited free download service.

Please notice the following before downloading the file.

Befor Download MB
File size MB
After download MB

NOTICE

Due to busy traffic of our server for this moment, please wait seconds before you are able to download again.

Ash to Art

basics
Industry: Public interest & Non-profit
Media:Design & Branding
Market:United Kingdom
Style: Minimalism
descriptioncnen
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.
credit
Brand:
Agency:
Executive Creative Director:
Photography:
Design:
Account Supervisor:
Account Manager:
Production Company:
Other credit: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
awards
D&AD 2018
Yellow Pencil Creativity for Good
Advertising & Marketing Communications /Not for Profit
D&AD 2018
Graphite Pencil Creativity for Good
Design/Not for Profit
D&AD 2018
Wood Pencil Direct
Direct Response/Ambient
D&AD 2018
Wood Pencil Experiential
Live Shows
The One Show 2018
Gold Pencil Intellectual Property
Experimental / Internal Projects / R&D
Cannes Lions International Festival of Creativity 2017
Gold Entertainment
Excellence in Partnerships with a Talent
Cannes Lions International Festival of Creativity 2017
Bronze Design
Spatial Brand Installation & Experience
Cannes Lions International Festival of Creativity 2017
Shortlist Direct
Charities & Non-profit
Cannes Lions International Festival of Creativity 2017
Shortlist Entertainment
Talent: Live Experience
Cannes Lions International Festival of Creativity 2017
Shortlist Entertainment
Live Brand Experience
Cannes Lions International Festival of Creativity 2017
Shortlist Entertainment
Brand Experience: Integrated
Cannes Lions International Festival of Creativity 2017
Shortlist Entertainment
Excellence in Partnerships in a Brand Experience
Cannes Lions International Festival of Creativity 2017
Shortlist Media
Charities & Non-profit
Cannes Lions International Festival of Creativity 2017
Shortlist PR
Integrated Campaign led by PR
Latest Updated
Loading...
Sponsor