Consumers are regularly asked to assist in the creation of marketing campaigns these days, with varying degrees of success. And designer David Trubridge has merged inspiration from bird life with over 500 cherished memories sent in by New Zealanders as part of a crowd-sourced art project for longtime World of Wearable Art sponsor Brancott Estate.
The creation by David Trubridge and team consisted of giant wings that opened to reveal pieces of light-as-feather bamboo plywood, each one printed with photographs and held together with simple twine stitching. It was unveiled on the last night of this year's World of Wearable Art, and it was the first crowd-sourced piece ever shown at WOW.
The story of the artwork began with videos of Trubridge talking about the concept and inspiration behind the project and inviting Kiwis to submit photos of their 'memorable firsts' as a way to include his fellow countrymen and women in the design. The project was met with hundreds of people sharing their memories, from first car to first house, and even first monogrammed Louis Vuitton bag.
Later videos provided behind-the-scenes insights into the creative process that he and his design team undertook to create the artwork and six weeks and 511 photos later, the finished piece was unveiled.
Trubridge says inspiration of the artwork's form comes from "the vision of a bird about to take flight on its first, epic journey."
I was particularly inspired by the first flight of gannets, those gangly awkward chicks which are brought up into the nests on the land and gradually inch their way to the edge of the cliff as they become older and more confident.
Then finally, at the last moment, they spread their wings and they take off into the abyss underneath, and they don't stop flying until they get to Australia. That, to me, is an awesome first experience.
Ogilvy & Mather New Zealand was tasked with developing the campaign for the Pernod Ricard-owned brand that launched the 2014 Limited Edition bottle range while also reflecting the pioneering heritage of the wine brand and its 26-year long sponsorship of WOW.
"David is an incredibly talented designer who loves to pioneer new territory, which he has done on many levels with this project," says Ogilvy & Mather head of digital, Greg Whitham. "And with over 500 people providing images for the artwork this could possibly be one of the biggest art collaborations ever to happen in New Zealand".
PR was used to create additional awareness about the project. And media coverage about the project was featured on TVNZ national news, metropolitan newspapers and numerous design and lifestyle websites and blogs. The campaign was also complemented by the launch of a range of limited edition Brancott Estate bottles to celebrate WOW.