In May 2014 The Glasgow School of Art’s Garnethill campus suffered a fire that caused significant damage, including the loss of the celebrated Mackintosh Library. After seeing the news our creative team Bill and Giles approached the GSA with a spec idea: Why not send bits of the burned building - charred timbers and debris such as burned books and furniture – to the world’s top artists? Ask them to create new piece of art with it and sell them all in an auction to raise money for the rebuild campaign. Literally using the old building to create the new building.
After two years of a small dedicated team from GSA and JWT London working hell for leather to get this pulled together we now have 25 pieces of art from artists including Simon Starling, Sir Antony Gormley, Grayson Perry, Cornelia Parker, Jenny Saville and Douglas Gordon. They will be auctioned at Christie’s London on 8th March during the Post-War and Contemporary Art Day Sale.
This professional campaign titled 'Ash to Art' was published in United Kingdom in February, 2017. It was created for the brand: Glasgow School of Art, by ad agency: JWT. This Experiential medium campaign is related to the Hospitality, Tourism and Recreation, Leisure industries and contains 6 media assets. It was submitted over 5 years ago.
Advertising Agency: JWT, London, UK
Creatives: Giles Hepworth, Bill Hartley
Head of Art: Dave Dye
Senior Account Director: Sophia Redgrave
Account Manager: Jonah Werth
Creative Producer: Kate Duncan