ArtFund (YCN NewNow)
YCN (You Can Now) is a learning and development partner to growth-oriented organisations of all shapes and sizes. Annually, they host the NewNow Student Design Awards, in which students can choose a brief to answer and submit.
ArtFund's brief implored to create a new campaign to spread awareness of the brand, to promote their Art Pass, which allows students to enter hundreds of galleries and exhibition spaces around the country for free, or at least discounted, for only five pounds.
My proposed solution was a guerrilla marketing strategy, taking famous pieces of art which students can view for free by using the ArtFund Student Pass, but twisting them.
Millennials and members of Generation Z are so accustomed to viewing paywalls online (pop-ups which block the user from viewing content unless they pay), so this approach hides critical elements from famous pieces of artwork behind a mock-sticker, which informs the viewer that they can view the real deal for only five pounds.
