craftscotland - The C Word - London Premiere
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We knew from the start that The C Word campaign should include cinema advertising, as this striking and demanding platform was perfect for craft, the most visual and urgent of art forms. After a year of securing funding, writing scripts, creating press plans, and shooting the advert, the time for the launch event arrived. We held the World Premiere of The C Word advert in London at the Curzon Cinema in Soho, one of the oldest cinemas in the UK. The C Word is the first cinema campaign promoting craft in the world and it commanded a deserving guest list of makers, students, journalists, sponsors, gallery owners, bloggers and general craft enthusiasts. After a trip down the red carpet, guests were escorted to their seats within the cinema, where they were welcomed by our host Kelly Cooper Barr. Kelly and I introduced the work that features in the advert, which guests later had an opportunity to purchase in a silent auction. As the time came for the advert to be shown, I was as nervous as I was excited. This was the first time showing of the advert on the silver screen, the culmination of a year's worth of work. Before I knew it, that final powerful statement delivered so effortlessly by William McIlvanney “The C Word is Craft” gave way to rapturous applause. The audience's reaction was as exhilarating as our own. There was a strong feeling in the cinema that The C Word is more than a simple piece of promotion aimed at potential craft customers. Strangers and friends alike were quick to tell me that it is a call to action for the sector to embrace a new way of working, a movement towards change. Watch out for details how to bag your invite to the next event, The C Word TV Premiere Party, which we will hold in Glasgow soon. - Emma Walker |
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