THE APG CREATIVE PLANNING AWARDS 1997: Special Awards - Most Innovative Insights For Media Planning

Gold
Winner: ICA ’living art’
Agency: Ammirati Puris Lintas
Planner: Michelle Danon
Creative Director: Nick Welch
Creative Team: Simon Impey, Jon Daniel
Client and Product: ICA Living Art

Gold

Winner: ICA ’living art’

Agency: Ammirati Puris Lintas

Planner: Michelle Danon

Creative Director: Nick Welch

Creative Team: Simon Impey, Jon Daniel

Client and Product: ICA Living Art



In the late 80s, the Institute of Contemporary Arts was a favourite

hang-out for hard-core artists. But, in the wake of recession, empty

warehouse spaces were seized upon by artists while galleries such as the

Tate and the Saatchi Gallery were, by the early 90s, also gathering

momentum. The ICA’s point of difference with its competition was that it

only ever showed the work of living artists.



It was looking for corporate sponsorship from art-sympathetic business

people with a stake in financial decision-making in their

company.’Living art’ demanded nothing other than ’living ads’. For

example, a six-foot silver lycra-clad man, named ’direct male’ walked

into offices with a package of facts, free tickets for the ICA and

individual messages.



The campaign generated unprecedented funds and received positive press

coverage.



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