The brief: To create a crowd funder, marketing campaign and strategy for the promotion of Every Woman Biennial 2021 while expressing the company’s ethos and vision.
- Crowdfunder – aim is to raise £100k
Promote the Crowdfunder to amplify reach / drive people to donate.
Concepts / designs for Crowdfunder - Open Call for Artists Applications
Marketing campaign (to promote the call-out and reach artists, emerging artists and those that tend to be marginalised within the art world. - Exhibition / Perfomances / Film Programme
A marketing campaign to promote the above and also the purpose and values of the Every Woman Biennale.
The project was created and developed in a group of three, and was completed within a week. This meant having to plan out each stage of the campaign in a very organised and methodical way.
Independant Research – Stage 1
To start the process, my group organised a meeting to discuss initial ideas and research collected separately. By voicing our creative input, we were able to filter out the strongest concepts and find ways of making the project a success. This meeting was very productive and helped us bond as a group, creating healthy working relationships from the beginning. We also discussed our strengths and weaknesses as creatives, which meant we better understood how to navigate the brief. Below you will find the research I completed prior to this meeting.
Campaigns
Smirnoff and Spotify – The Equaliser
Link: shorturl.at/vwBX6
‘Designed to tackle gender bias in the music industry, and promote the creative talent of both women and men. The goal behind the Smirnoff Equalizer is to get more people listening to more women artists.’
H&M – She’s a lady
The campaign shows women of all sizes, shapes and colours expressing themselves in a free way while advertising the brands clothing. This powerful campaign includes all those who identify as women, and expresses them in a fun and entertaining way.
Women’s Aid – Interactive Digital Billboards – Look At Me
Women’s Aids interactive digital billboards showed women with physical signs of domestic abuse, with bruises on faces. They used face motion sensors so that every time someone passing by the billboard looked at the screen, the bruises disappeared. This was a strong campaign, and made an impact on the general public mentally and emotionally.
Sephora
This campaign by Sephora demonstrated women in all of their beauty, surpassing social ‘barriers’ of race and beauty standards.
Mercy Academy – Not a Princess
https://mashable.com/2013/11/16/you-are-not-a-princess-ad/?europe=tru
This 2013 campaign told girls to stop associating the idea of being a princess with real life. This holds a strong insight and communicates a positive message for women.
Links taken from https://econsultancy.com/17-marketing-campaigns-with-a-positive-message-for-women/
Other Campaigns
May: Splash at Topshop
Launching Topshop’s summer swimwear range with a inbuilt slides in stores.
Heathrow Express – #FlowerExpress
Campaign for Heathrow Express to celebrate the Chelsea Flower Show 2019, creating the #FlowerExpress featuring over 3,000 flowers.
https://www.mirror.co.uk/news/uk-news/heathrow-express-train-filled-3000-16179449
Charities
Link: shorturl.at/FJ149
The vast majority of the world’s poor are women. Two-thirds of the world’s illiterate population are female.
Gender Marketing Link
https://www.adlucent.com/blog/gender-marketing – 12% of Millennials consider themselves gender nonconforming
Independant Research – Stage 2
After collaborating our research in the meeting, we decided to further develop our concept by conducting further research. Below you can find my research for this section of the project.
Idea 1 : When Facts Meet Perception
The first idea was to have OOH visuals with QR code (scan for more info) which contain lies people believe about female artists, followed by a fact to make a point. This will express an informative yet positive message while raising awareness of the publics ignorance to the current situation. Facts will include statements such as: Only 13.7% of living artists represented by galleries in Europe and North America are women.
https://www.artnews.com/art-news/news/taking-the-measure-of-sexism-facts-figures-and-fixes-4111/ – Facts about sexism in art. Includes stats proving male work is exhibited more.
https://artsandculture.google.com/story/the-women-painters-overlooked-by-art-history/7AJCHFiEkqVKJg – Example of page swiping for website.
The idea of having a connection between OOH interactive boards and a page people can swipe through, perhaps including an interactive quiz.
Idea 2 : Invisibility of Women in Art
Who is the artist? A simple question that will spark thoughts and realisation. Basic or motion-sensored visuals, when public sees the woman in the photo, she is revealed. In an exhibition room or OOH.
https://www.tate.org.uk/art/women-art-tate – link to women and art
https://www.womensaid.org.uk/what-we-do/blind-eye/ – reference from womensaid
Idea 3 : How many _ do you know?
Idea three involves creating visuals with questions such as ‘How many female artists do you know?’ which would test the publics knowledge on females in the art industry. This could also become a stunt where the public are interviewed in person. To further this idea, I thought we could have had a focus group and record responses/ reactions to questions.
Idea 4 : Female Artwork in Exhibitions
I created these visuals to demonstrate what another teammates’ idea would look like in visuals. These visuals weren’t refined, however the top visual represents what an exhibition looks like normally, the second shows what the wall would look like if art created by male artists was taken away, and then the third shows if white female artists work was taken out.
This concept shows how galleries don’t show enough diversity in their exhibits, and supports the insight that female artists need to be included much more in the art world.
This idea was later developed further and was eventually presented in the final pitch.
Decision Making | Project Planning
For the next part of the process, we collaborated our research and came up with a constructive POA for the week. We made a list of the tasks needed to complete for each section of the project.
The tasks were:
Teammate 1 Social media mock ups
Teammate 2 Billboards, short social media video, stunt
Me The main video
The project outline:
A stunning crowd funder and marketing campaign to raise the goal of £100,000 for the Every Woman Biennial. Create a buzz around the upcoming event and promote both the female artists and highlight inequality in art.
Video Making
My main task for the project was to create a video ad for the campaign which would be shown across all social media platforms.
Before creating the video, I made a list of the tasks I would need to complete to prepare for it:
- Make a list of questions
- A list of facts
- Finding music
- 1 minute time-frame (1920×1080 youtube size)
- Inserting video files (with voice over + peoples reactions and answers)
- Insert text
- Understand an art direction to follow
- Call to action (link in description)
Creating & Finding Assets
Video Assets
Videos were taken from website Pexels.com and were used to build the narrative behind the audio and music samples. When deciding on the scenes, I considered the context and built up a rough story board to fit them. Considering the tone of the advert should be informative/ powerful, I made sure the text was ‘Impact’ (following the visual branding guidelines) and for the colours to be simple and bold. Every video contained a woman, pieces of art or exhibition rooms in order to connect with the narrative
Music
The music was the most challenging part of the video to find as it was going to create the base of the campaign. In my research I found tracks such as:
Dubstep Style – Time – 3.00 and 3.51
Upbeat – a lot of reverberation
After having asked the group for their feedback on the music options, they said how the ‘Strong and Powerful’ track was the most appropriate, however they weren’t very enthusiastic about any of them which confirmed my reaction to the tracks. After further research online I found a suitable track for the campaign called Overthinking by RYYZN. The track was perfect for the narrative behind the video, starting as informative and ending in a fun and exciting way. The music is copyright free, and was liked by the rest of the team.
The Timeline
1 – (Empty gallery) Text + Audio ‘Name me a famous artist‘
2 – Audience reply with all male examples
3 – Text + Audio ‘Now name me a female artist’
4 – Silence
5 – Black screen ‘FACT’ ( in a click way)
6 – Facts vs faces
7 – Clips of scenes relating to facts – with info written on top (percentages etc)
8 – Videos in a sequence in time with music – Female artists working, their faces + stunts etc
9 – Every Woman Bieniall 2021, followed by Facts vs faces
Video Copy
The facts used in the video were taken from the National Museum of Women in the Arts. The facts were simplified to ease the amount of text per section and increase impact on the audience.
Facts used:
- 13.7% of living female artists are represented by galleries in Europe and North America.
- Women earn 2% of $196.6 billion from auctions.
- In Australia 33.9% of artists represented in state-run galleries and museums are women.
Videos such as Dove Real Beauty Sketches and #NotMyJob campaign were referred to when developing text transitions and style in the advert.
Premiere Pro | Creating the Video
Typewriter text effect | When creating the video, I challenged myself by learning a new technique where the text would appear on the screen and appear to be typed on. This required following a tutorial and manually inputting the paths on the effect section. This technique was used at the beginning of the video in order to draw the viewer in from the start.
Putting the video together took a few days to complete, due to organising the video compilations, learning new techniques with transitions and effects, following a consistent art direction, and matching the video and image timings with the text and music. Below you will see the final video for the Facts VS Faces Campaign.
The Presentation & Reflection
As a team, we came together with all our visuals and assets for the campaign and created a powerpoint presentation for the client. We created the deck on Canva, and changed the shapes and colours to best fit our art direction. We made sure the presentation was clear and easy to understand, while keeping the text minimal and precise. After completing this, we added audio recordings of ourselves talking about Facts vs Faces. We organised this by dividing the presentation slides equally between us and uploading the recordings individually. The final outcome was very satisfying considering we completed everything within a week, and seeing all of the work we produced in one document was very rewarding.
Overall this project has been enjoyable, and working in a team of three was great for testing my organisation skills and relying on others. The fact that I concentrated mainly on creating the video for this assignment meant that I was working independently within a team, which was good practise. I was very punctual with deadlines and meetings, and was open to asking questions and helping other teammates throughout the process. In projects I have experienced teammates not meeting deadlines, and have had to learn to trust the process and not to put pressure on myself for a section I didn’t need to do. In groups, I have learnt that we have to have a balanced approach by working to each others strengths and abilities. This means assessing the situation constantly, understanding when someone needs help and working together collaboratively. People in general work at different paces, and especially in this project I was able to proactively do my part for the team while trusting that the others were completing theirs. In future projects, I would like to work again in a small group like this as I thoroughly enjoyed it.
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