Creative / Copywriter
The Guardian x Glastonbury
NATIONAL BRAND ACTIVATION
Opening the door for new talent
Challenge
The Guardian needed to make its Glastonbury partnership work harder. Especially at a time when the business was struggling to break even.
Idea
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.
Result
The Marketing team, CD and I decided to work with the previous year's illustrator, Xaviera Altena, to create the look-and-feel of the campaign. I 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.
Harry Wyld was our completely bonkers winner.
Take a look at our 10 talented finalists.
The competition received press coverage from a number of high profile creative outlets, including Creative Review, It's Nice That and ART.
Sadly the Covid lockdown of 2020 prevented Glastonbury from going ahead. So, like so many campaigns that year, our illustrator’s winning visuals never got their day in the sun.
On this page are the assets used to advertise the competition, as well as the previous year's usage of illustrations across the festival - for which I'd pitched the winning concept: five days of Glastonbury in 24 hours.
Illustrator: Xaveria Altena
Creative Director: Sam Jacobs
Art Director: Michela Comisso
Copywriter: Octavia Welby
