We thought about this project from a different angle and possibly pushed the boundaries too far, but we love coming up with bold ideas. We looked at the brief as a real chance to push the brand of Amgueddfa Cymru, concentrating on big things to make a big difference and allowing for the quality of the museum’s content to work for itself. By extending an exhibition outside of the Museum, would engender people to visit. While Free was the message for the project we were careful to not shout about this as much as the Museum had asked.

Our research surrounding Free had revealed issues of quality, so we made recommendations to feature benefits and quality before the word Free entered the public’s mind. We were also aware that the work would only function with public participation due to the small budget. Through word of mouth, camera phones and social media the public would create an organic PR campaign. It was estimated that eventually the amount of public activity would creating enough interested to gain the attention of press and media.