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One & Other
Antony Gormley’s Fourth Plinth project was a living portrait of Britain. Individuals were given an hour to occupy an historic plinth usually reserved for dead Kings or fallen heroes. The project lasted 100 days, 24hours a day, without a break.
We started work nine months before the project launched (and the press interest kicked in properly). Our challenge was to produce materials that would visually tie all elements together, encourage participation and would produce a lasting legacy for the project.
Our solution had to be simple and slick enough to be appropriate for the cultural press and gallery crowds, but populist enough to appeal to the broadest possible audience of potential participants.
Working with the event’s producers (Artichoke) and their sponsors (Sky Arts) our key objective was to create enough interest to ensure that all 2400, one-hour slots were filled by enthusiastic participants, equally spread across the nation.
The whole campaign was a huge success with the public, cultural commentators and stakeholders. And we achieved more than 34,000 applicants for the 2400 places.
Artichoke : One & Other - Ocky quote
Ocky MurrayIt was a real privilege to work on the project. Antony Gormley had a really hand-on approach, he was generous with his time and open to input and advice; he even made us tea.
Artichoke : One & Other - secondary logos
The core logo/identity features a Gormley-like figure in silhouette; a visual interpretation of this work, and a reference to Gormley’s other work.
We produced a suite of interchangeable silhouettes (each approved by Gormley). These formed a flexible visual identity, swapped out for different uses.
Artichoke : One & Other - downloadable poster
Our sign-up campaign picked up on the theme but needed a more populist visual language. We created a series of snapshot of society, sticking them on the plinth
The campaign featured in a nationwide local-press ads campaign, postcards (sent in batches across the country) and posters, both printed and downloadable from the website
Artichoke : One & Other - booklet
As the event approached we produced the pack that was sent to all chosen plinthers, building a relationship with them (ensuring that they would turn up to their 4am slot).
Artichoke : One & Other - client quote
Nicky Webb“You were, as always, magnificently helpful, accommodating, and stylish. It was an undeniable success. Everyone at Cog was brilliant and deserves a huge pat on the back. Thank you”.
Artichoke Productions
5 slideshow images (click image to view)
Artichoke : One & Other - slideshow
During the event, the visuals were used in TV, graphics, banners and backdrops, and picked up by the press.
