We’re pleased to announce that Technique has produced Yorkshire Sculpture Park’s very first brand advertising campaign, which broke in November.
As regular readers will know our mission at Technique is to deliver outstanding creative work for clients who don’t necessarily want big agency relationships. So we’re delighted to be working with a brand such as Yorkshire Sculpture Park (YSP), whose creative discernment has been recognised internationally. Nina Rogers, Head of Marketing & PR at YSP, which won the prestigious Art Fund Prize in 2014, said:
“We were particularly impressed by the creative credentials of the whole Technique team. Our creative challenge wasn’t straightforward but they immediately got to the heart of what we are all about. Their experience and approach made everyone feel confident and enthused about the campaign.”
The campaign follows an extensive piece of audience research and brand proposition development conducted by our sister agency Muse Marketing Strategy www.musestrategy.com Our brief was not only to refresh the brand identity but also to develop a brand advertising campaign that captures the breadth of the sensory experience for the visitor.
In response, we developed the ‘Art Without Walls’ campaign, which not only showcases the art that populates the park and the stunning landscapes that surround it but also brings to life the inspirational feel of the space. To ensure that the campaign stood out from the cultural ‘clutter’ and did justice to the beauty of the surrounds we commissioned the well-known photographer Alan McFetteridge. He photographed the campaign and to further extend the idea agreed to produce a year round photographic exhibition of the park throughout the seasons, to be shown in 2017.
To reinforce the campaign message and to drive deeper audience engagement a social media campaign has been developed that encourages visitors to share what ‘Art Without Walls’ means to them using #ArtWithoutWalls across Instagram, Facebook and Twitter.
The appointment by Yorkshire Sculpture Park follows a number of recent creative wins for Technique that include World Child Cancer and United Nations organisation, Ramsar.