Challenging Buying Conventions
In 2010, Tate set out to encourage 5-13 year olds across the country to engage with art and get excited about the possibilities of their own visual creativity. So the Tate Movie Project was born: an animation film made by kids, for kids, using great art as inspiration.
The finished movie, ‘The Itch of the Golden Nit’ had its red carpet premiere in Leicester Square on 29th June 2011.
The Tate created www.tatemovie.co.uk, designed as a virtual film studio & online crowd sourcing community. Here, 5-13 year olds could contribute their ideas to an animated movie by simply uploading their drawings and ideas then voting on the best bits, with the finished film completed by Aardman Animations.
When it came to paid media, the Tate needed to reach big numbers so getting the targeting spot on was crucial to make a limited budget effective. We proposed a campaign for national radio in the run up to school holidays, and placed posters in swimming areas of leisure centres & cinema foyers across school holiday periods and we even secured a free 4-sheet campaign over the family Christmas period. Further advertorials ran in a select group of children’s magazines across print and online platforms.
Tate and Aardman ran a three-month series of workshops across the UK from the Tate Movie Truck, a mobile learning space for the project. The BBC came on board as co-producers of the film with Tate and brought in Blue Peter to document its progression in exclusive features, which was reinforced with paid for radio editorial providing access to BBC listening families.
The premiere in June was followed by BBC broadcasts, screenings in Trafalgar Square, and a run at Vue cinemas across the country. The campaign generated over half a million (530,655) visits to the tatemovie.co.uk site. 24,077 children have joined the online Movie crew and over 9,000 children have taken part in one of 358 workshops across the country.