Category
Campaign
Client National Youth Arts Wales Agency / Designer CR
On the road with NYAW (Raise awareness of the six National Youth Arts groups)
Brief
Project Brief – main aims and objectives
On the success of the 2010 campaign CR were asked to maintain the standards and create a suite of inspiring designs to promote the National Youth Arts Wales organization at the level that had been set. CR were briefed to carry this through to each sector of the NYAW Group. The designs need to
i) Continue to raise profile of NYAW at local, regional, national and international levels
ii) to promote NYAW and its activities/ events
iii) to attract prospective members and audiences to NYAW activities and events
iv) to convey all necessary information and messages, clearly and succinctly
The campaign needed to demonstrate a cohesive identity for NYAW and its group members
Intended markets
Being a not for profit organisation the audiences and stakeholders are wide and varied.
General audience
Each of the NYAW groups draw its own particular audience. ‘Captive’ audiences include family, friends and former-members, but each of the NYAW groups also has a good track record of attracting general concert, dance and theatre audiences.
NYAW is particularly keen to attract a younger audience and encourage cross-over audiences for each of its sectors.
Result
The campaign has only recently been launched therefore the response in student members is too early to call. However initial feedback from both internal NYAW staff and members, and also external key stakeholders has been extremely positive as can be seen from the following quotes ....
“I love them… they look great, the NYAW got cool all of a sudden!!" Matthew Jones, Youth Music Manager NYAW
Solution
For 2011 we presented a concept based along the theme of the members on a journey. The concept titled 'On the road with NYAW', brings together the student members, in each ensemble and links them in the ‘supporting star’… a VW Camper Van. The VW epitomizes a feeling of longevity, tenacity, emotion, freedom but above all fun and we knew this partnership would connect directly to the audience.
CR’s Creative Director, carried through his concepts to photography stage. CR art directed a national photographer, renowned for working with people in outdoor settings, to create a suite of sensational images. The photographs were both powerful and inspiring in everyway.
The resulting photographs were used to work individually on direct mailers, large format posters, online media, and performance programmes. The complete ensemble can be seen in its full entirety in ‘Perfformio’ the NYAW key magazine.
