Account

McCarthy
Arts Month

  • 2020

    Submission # 52

  • Output

    Identity – Tuakiri

  • Kaupapa

    Identity – People & Culture

    Blank

  • Location

    National

Project Overview:
Arts Month is a grass-roots style campaign led by the Arts Foundation Te Tumu Toi. A month-long event to engage every New Zealander in the arts, putting it into the national conversation. We were tasked with creating a campaign that lets both artists and the wider public add their voice to the conversation.

Kaupapa:
We developed the concept ‘Art Is:’ — an open ended question that we posed to the public, but also one that the Arts Foundation could answer themselves. Throughout the month, we highlighted how art affects the public and the importance it has on our lives as New Zealanders. ‘Art Is:’ became the campaign statement holding everything together, where the public were given the opportunity to write, draw, sing, dance and express what the arts meant to them.

Response:
In application, Arts Month was adorned with the Arts Foundation’s brand device, which came to life in a bright green neon colour. This was paired alongside a soft grey background and a bold typographic approach. Clear space was left unobstructed across the centre of collateral allowing the public to add their own thoughts and perspectives.

At the core of the campaign was an interactive tool, housed on the Arts Foundation website, that allowed the public to draw, type, paint, doodle or add imagery to a composition. In the physical space, Sharpie marker pens were attached to Phantom posters and left next to postcards at cafés. Posters were put up around schools and public spaces encouraging use and participation. The message remained open ended, enabling the public the ability to add their story or interpretation.

The campaign was extremely successful with over 200 organisations, 51 schools, countless artists and 6 arts festivals across Aotearoa signing up and participating. Digitally, the campaign received over 1 million page impressions, 400,000 social engagements and 3000 submissions using the online tool over the month.

Archiver’s Response:

Great to see interactive design - allowing the user to add to/work over a set templated design.

This is good exmple of what is surely a trend that should grow - especially in the arts area. Question is, how far can this thinking stretch in other areas? Also - black and neon green got my attention, great colour combo!

Credits & Collaborators:
Creative Director - Matt Kitto, Stephen McCarthy
Design Director - Jeremy Evans
Designer - Joel Kitto, Richard Burson, Stefan Downs

AM 02
AM 05
Archive Submission
AM 07
AM 08
AM 09
AM 10
AM 11

More by
McCarthy