The Guardian X Glastonbury
The Guardian needed to make its Glastonbury partnership work harder. Especially at a time when the business was struggling to break-even.
So I pitched a PR-able brand initiative, which became The Guardian Illustration Prize. It enabled The Guardian to broadcast their Glastonbury partnership beyond festival-goers and Guardian members. And it allowed them to build affinity with a desirable new audience: young creatives.
From pitch to campaign launch, it took 8 months. During which I presented to various levels of the Guardian marketing team, eventually getting sign-off from the top.
Once a team was pulled together, we decided to work with the previous year's illustrator, Xaviera Altena, to create the look-and-feel of the campaign. I also headed up the partnership with online print shop Room Fifty to provide the winner with a framed print of their submission.
There was an incredible line-up of judges, including Alex Breuer, CED of The Guardian; Eliza Williams, Editor of Creative Review; and Katherina Tudball, creative director, Superunion London and member of the board of trustees, D&AD.
The competition received press coverage from a number of high profile creative outlets, including Creative Review, It's Nice That and ART.
Unfortunately, due to the Covid-19 pandemic in 2020, Harry Wyld's creations never got their moment in the sun. But at least we managed to raise the profile of 10 extremely talented illustrators ahead of an uncertain time for artists around the globe.
Illustrator: Xaveria Altena
Art Director: Michela Comisso
Copywriter: Octavia Welby