Art Against Knives DM DALI KNIFE by Leagas Delaney London

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Industry Knives
Media Direct marketing
Market United Kingdom
Agency Leagas Delaney London
Creative Director Nigel Roberts
Art Director Pete Davies
Copywriter Adam Rimmer
Typographer Simon Toy
Illustrator Martin Hargreaves
Released November 2011

Credits & Description

Category: Dimensional Mailing
Creative Director: Nigel Roberts (Leagas Delaney)
Art Director: Pete Davies (Leagas Delaney)
Copywriter: Adam Rimmer (Leagas Delaney)
Illustrator: Martin Hargreaves (Illustration)
Typographer: Simon Toy (Leagas Delaney)
Art Buyer: Alexa Easterby (Leagas Delaney)
Advertisers Supervisor: Katy Dawe (Art Against Knives)
Retouching: (Loupe Digital Imaging)
Framing: (Stocks Picture Framers)
Media placement: Direct Mail - Mailing - 15th November 2011

Describe the brief/objective of the direct campaign.
Art Against Knives is a charity that runs creative workshops for teenagers in East London, to tackle the root causes of knife crime. Our brief was to publicise their fundraising auction night, selling artworks donated by top artists. Our target audience was carefully selected: people likely to buy art and help a good cause, including art collectors, gallery owners, artists and philanthropists.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our select audience were sent a framed canvas print of a work of art entitled ‘Art Against Knives’, featuring a melting knife like the melting clocks in Dali’s famous The Persistence of Memory. Enclosed was a Certificate of Authenticity, as you receive when you purchase a work of art, which served as an invitation to the auction.

Explain why the creative execution was relevant to the product or service.
Our main image encapsulates the name and work of Art Against Knives, by showing art rendering a knife useless. Like the clocks in Dali’s The Persistence of Memory, the knife is melting, flaccid and unusable.

The Dali reference was appropriate to our audience from the world of art, and by sending them a framed work of art with a Certificate of Authenticity, we referenced two prominent features of an auction night.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The auction was a massive success, attended by a host of big names from the art world, magazine editors and philanthropists. Targets of 100 guests and 20 donated works of art were far surpassed: 132 guests bid for 37 works of art, including pieces donated by Anthony Gormley, Tracey Emin and Damien Hirst. The event raised £25,000 (target £15,000) and gained coverage in Vogue and national press.