A promotional feast for the eyes
Science Gallery's Fed-up campaign
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Science Gallery's Fed-up campaign
Science Gallery London approached us to create a campaign images that summarised their explorations around the future of food, targeted at a 15–25 year old audience.
A flagship project for King’s College London, Science Gallery London is based on the hugely successful model of Science Gallery Dublin. This campaign was the first to be designed outside of Ireland.
We were charged with naming and producing the publicity campaign for a season of events about the future of food. Our pinboard walls came in to full effect as the whole team contributed ideas for a strong central campaign image and an engaging title,
We are always keen to involve our clients in the creative process (if they want to be involved) so, with the pinboards full of sketches we invited Museum Director, Dr Daniel Glaser and his team to come and chat through the work we’d done.
What was great about working with the team at Cog wasn’t just their ability to work conceptually, without a huge amount of direction, but also the maturity with which they shared their creative process – allowing the Science Gallery London team to stay at the centre of the project through to its realisation.
As so often happens when we talk to brilliant people, they focused our ideas and opened up new directions. We spoke a lot about the near future of food, how it’s less likely to be lab-based science and more likely to be about discovering and re-purposing ancient techniques. We also talked about the core audience: young people who feel bombarded by messages about healthy eating, but feel excluded (by price and social conventions) from accessing those alternatives.
Invigorated by the client feedback, we looked through our sketches, pulled them out and reworked them to more clearly aim at the youth audience. By this stage, we began to properly marry the season titles, taglines and imagery but were still working in sketch form so the ideas were consistently presented.
After some simple audience research with potential audiences, the grasshopper route was chosen.
We spoke to photographers and found sources for buying live samples, but we opted to use an illustration as that would give us much more control of the finished image.
We commissioned the wonderful illustrator, Becca Muir (who happened to be one of our digital project managers at the time).
As well as the full colour posters and print, we knew that our client would need the image to work on small, low-budget items. So we reworked it as a simple black and white outline drawing for promotional merchandise.