The Clapham BID was very pleased with the work of Gertrude and Ivy. Their targeted promotion attracted a large number of entries including local and international artists. The standard of work was very high, which created a lot on interest, reflected in the number of online votes. The competition culminated in a final event at Clapham Omnibus which was attended by a number of high profile individuals within the arts and creative industries. Overall it was a great success.
We were commissioned in 2013 by the Town Centre Manager of Clapham, ahead of the vote to decide if SW4 should convert into a Business Improvement District. Gertrude & Ivy delivered this project, from concept to completion, including creating all design assets, delivering all campaign activities, and managing all participants, suppliers, sponsors and LIVE events.
- To prove the collaborative approach would deliver value for Clapham town centre – for residents, visitors and the business community.
- To draw upon the existing creative assets and arts groups in the area.
- To promote Clapham by providing a visual and engaging project in the town centre.
- To build a legacy project and establish a brand which would deliver value in subsequent years.
We shaped the competition to be inclusive, yet with its focus firmly on Clapham – entry was open to all members of the public (not only local, professional artists) across London. A respected panel of judges, including local resident Paulette Randall MBE and local business owner Tim Gosling (internationally acclaimed furniture designer, speaker & author), carefully selected the ten finalists, from over 200 entries. Gertrude & Ivy negotiated with landlords in the town centre to transform ten empty unit windows into exhibition spaces for the finalists. The ten final artworks formed a two week show, during which the public were invited to vote online to choose the winner for the £1,000 cash prize.
The campaign worked to gather submissions and votes, promoting the judges, artists and sponsors, while showcasing Clapham as a creative corner of London. The full range of inhouse G&I services were used to run a multi-channel campaign, including social media, design, print, content, outreach, PR, website development and advertising. At the start of the campaign, we collaborated with a sister agency to produce a promotional video, introducing the prize and the judges, ready for the launch in summer 2014. The top prize was presented at an invitation-only, evening event, hosted inside the picturesque old library building in Clapham Old Town. The ceremony took place in front of all ten finalists, families and friends, plus the panel of judges and members of the press.
The success of the project exceeded expectations, with 212 entrants and over 3,000 votes cast. G&I were delighted to welcome several internationally renowned artists and creatives to join the judging panel alongside future Board Members of the Clapham BID. We were proud to secure paid sponsorship deals with several brands, to double the project budget, including principal sponsor: Appletizer.