We were the lead content creators for Hull UK City of Culture 2017 from the beginning of 2016, through preparations and into the year itself.
Our collaboration still continues into the 2018 legacy period.
24 MONTH CAMPAIGN | 50 FILMS | 2.2M SOCIAL VIEWS
CHALLENGE We worked with UK City of Culture’s senior team to change people’s perception of Hull’s image and to generate excitement about the upcoming events, establishing Hull’s cultural identity as one of the most diverse and vibrant in the UK.
INSIGHT The potential and variety of Hull’s cultural scene and artistry has until now been largely unexplored. Getting to know Hull and its people, we learned about their unique perspective on art, community and culture.
STRATEGY We selected a cross-section of events from international artists to community projects to portray Hull UK City of Culture’s breadth of ambition. Our selection of events to be filmed was to reflect the diverse nature of the events while keeping a common thread running throughout to ensure the consistency of Hull’s cultural identity. This allowed us to integrate a compelling collection of content into an engaging and consistent social media campaign reinforcing the visibility of Hull UK City of Culture’s campaign across social media channels.
SOLUTIONS We were granted complete freedom in creation and delivered over 50 pieces of visual content end-to-end to capture the experience of Hull UK City of Culture. As it was the organiser’s intentions to embed the events within the fabric of Hull’s unique identity, our focus in implementation lay on presenting the events framed by the people and character of Hull.