GALLERY NEWS
News Article
Thu 24th September 2009
craftscotland Launches 'C' Word Campaign
Today saw the launch of the 'C' Word campaign, a highly ambitious marketing campaign conceived by Emma Walker, Chief Executive of craftscotland, which aims to raise the profiles of makers and their craft, and to encourage potential craft buyers to become craft supporters. A diverse range of makers from around Scotland are participating in the campaign, with many featured in a high profile cinema advert.
craftscotland was set up in 2003 as a Scottish Arts Council project to support the designers, makers and craftspeople of Scotland.
In September 2008 it became an independent organisation and received Scottish charitable status. It has a growing team of permanent staff based in the heart of Edinburgh city centre, and a board of craft and business experts.
As an audience development agency it has two primary functions.
1. To support and work with craft-related businesses from across all areas of Scotland.
2. To engage with new audiences and to ensure that every person, no matter what their background, status or disposable income, can engage with Scottish contemporary craft.
Emma Walker, Cheif Executive, joined craftscotland in October 2008 from Arts About Manchester, where she focused on audience development for the North West of England as well as supporting arts organisations in future business planning and creative thinking.
She has worked on a range of diverse projects including In Touch (a project focused on improving access to cultural organisations for Deaf and Disabled people), Revealing Histories: Remembering Slavery (the Greater Manchester response to the Bicentenary of the Abolition of the British Slave Trade Act) and Open City (a project working with groups of people who do not currently attend cultural events).
Emma describes the motivation behind the 'C' Word launch.
"When I arrived at craftscotland, almost a year ago to the day, I realised very quickly that the contemporary craft sector in Scotland wanted to get involved with new and innovative projects, but a lack of another C word, namely confidence, was standing in the way.
Within the first few weeks I had spoken to over a hundred makers who were brilliantly talented, highly creative and ambitious for their futures. However, every conversation I had with them was about the long-debated question “What is Craft?” – a question asked time and time again in industry research. I had been in the sector three weeks and I was already frustrated and bored of the debate.
The final straw was when I read the transcripts from a recent consultation group where makers talked of, and I quote, ‘turning their back on The C Word’. Call me naïve, but I couldn't believe what I was reading. There I was, sitting in my office in Edinburgh worrying about my Grandma who had recently been diagnosed with cancer, the most vicious of C words. The world was hurtling towards a recession and the newspapers were full of two c words, credit and crunch. The only C Word that made me feel invigorated and energised was craft, and here were makers – crafters – talking of removing themselves from the connotations of it.
And that's when The C Word was born. Craft, contrary to popular belief or the tired and lacklustre marketing campaigns that so often surround it, is one of the most urgent of art forms. It demands attention - and from now on it's going to get it. We want to inject confidence into the sector, raise the profile of makers and their craft, and encourage the potential buyers to become craft supporters.
The contemporary craft sector has many faces – affordable and aspirational, functional and curatorial, a weekend shopping spree or an investment piece. However one thing remains the same – The C Word is most definitely craft.”
About The C Word Advert
"We knew The C Word had to be big and it had to be visual. Printed leaflets weren't going to cut it.
With a £6,000 core marketing budget and a bucket-load of ambition we set about finding sponsors, backers, people who would stretch themselves to their professional limits in order to get this campaign off the ground. A cinema advert to promote The C Word – the first national cinema advertising campaign for contemporary craft – was top of our marketing agenda.
We invited makers from around Scotland to be part of The C Word campaign – both to take part in the advert, and to participate in a range of events during the campaign itself.
The craft makers featured in the advert are:
- Libby Day
- Jenny Deschenes
- James Donald
- Julia Douglas, Becca Wilson and Clare Waddle
- Jessamy Kelly
- Joachim King
- Grainne Morton
- Lara Scobie
The ad was written by craftscotland CEO Emma Walker, with our aim of showcasing contemporary craft to a new audience firmly in mind. To this end the script is dynamic and bold, with sharp dialogue reflecting the energy we feel for this campaign.
Filming took place at Coburg House Studios and Concrete Wardrobe in early September 2009. James Jeffries of Onward Films produced the advert, which was expertly directed by David Boni. Renowned Scottish author William McIlvanney leant his rich vocal talents to the film. Photographs were taken on the day of shooting by David Grinly, commissioned for craftscotland by Scottish creative agency Vox Populus.
We are proud of the stunning end product - contemporary and traditional, unique and beautiful – just like the Scottish craft we work to promote.
craftscotland launched The C Word advert with an exhilarating premiere in London, starting the campaign as we mean to go on by bringing Scottish craft to a UK audience.
As the time for the ad to hit the Silver Screen approaches, interest and confidence in The C Word campaign grows. We plan to have more advert launch parties and events in Edinburgh, Glasgow, and Inverness, and Emma will soft launch the ad at the International American Craft Conference in Minneapolis".
Courtesy of crafstcotland website
Website Link: http://www.craftscotland.org/the-c-word.htm