What is a brand? A brand is a behaviour, so I suggested a new behaviour. I highlighted the social purpose of the brand. An idea that was ownable, flexible. Scalable, durable and cost-effective.

Their focus was on the area of Regent Street, London. I created a campaign ‘Arts for Britain’, free to enter, where people had to create their wall tiles and upload them to enter the competition. The selected winners had the opportunity to have their tiles exhibit on the outside of the buildings along Regent Street that are owned by the Crown Estate. Bringing visibility to the brand, attracted more consumers to the area and gave people of Britain the opportunity to have their work exhibit in the biggest open-air gallery in London.

We won the pitch.

We gave examples of how we could include the competition on their website.