Giles Hepworth
Art Director at J. Walter Thompson London
London, Reino Unido
TítuloAsh to Art
BriefIn May 2014, fire destroyed Charles Rennie Mackintosh’s masterpiece, the Glasgow School of Art. Seeing beyond the devastation, J. Walter Thompson London sent 25 world-famous artists a piece of charcoal salvaged from the Mackintosh building. The idea was for them to use the charcoal to create new works of art. These would then be auctioned to raise funds and publicity for the rebuilding of the school. When the iconic Glasgow School of Art was destroyed in a fire, the agency sent ashes from the blaze to selected artists. They made new art works from the cinders and auctioned these off to raise money for the reconstruction of the school. When tragedy struck, burning down the Glasgow School of Art, a symbol of art for 120 years, the school decided to turn Ash to Art. They sent pieces of the burnt ruins to 25 renowned local artists and asked them to make art out of the wreckage. Each original piece of art was auctioned off - sparking a national conversation about art and raising money to rebuild the school.
Agencia
Campaña Ash to Art
Anunciante Glassglow School of Art
Marca Glasgow School of Art
Sector Empresarial Educacion superior, Escuelas
Sinopsis In May 2014, fire ravaged one of the most important buildings in 20th century architecture, Charles Rennie Mackintosh’s masterpiece, the Glasgow School of Art. 
Seeing beyond the devastation, J. Walter Thompson London worked with the School on a pro bono basis, sending 25 world-famous artists a piece of charcoal salvaged from the Mackintosh Building fire. The idea was for them to use the charcoal to create new works of art. These would then be auctioned to raise funds and publicity for the rebuilding of the school – thereby creating a new building from the remains of the old. 
Medio Case Study
Duración
Director artístico
Responsable de conceptos / redactor
Director artístico
Responsable de conceptos / redactor
Realizador
Productor de la agencia
Graphic Design
Director ejecutivo de creación
Head of Art

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