Never without art  (2012)

Silver award winner

Campaign: Never without art
Brand: Art Fund
Client: Art Fund
Entrant: 101
Principal Author: Laurence Green - 101
Contributing Author: Luke Tipping - 101
Credited Companies: Art Fund - Client, 101 - Creative Agency, Sputnik - PR Agency, Hyper Naked - Media Agency

The Art Fund is a small British charity that funds the acquisition of art for the enjoyment of future generations. By relaunching its member benefits in the guise of the National Art Pass, communications drove a 16% surge in memberships, its fastest growth in 20 years, and recruited a new generation of members which were on average 21 years younger than its existing members. Payback has indicated that the campaign will generate £3.5m of incremental revenue for the charity against a media investment of £745,000.

Judge's Comments:

This was a well written case which demonstrated clear evidence of its success. Through a clever shift in thinking, and reframing the same product in a number of different ways the brand saw an impressive number of new members sign up.