A few months ago we pitched to work on a cultural initiative for Westfield Stratford City called Studio East. In case you don’t know Westfield are launching a new shopping centre on the London 2012 Olympics site. It’ll be the largest in Europe.

Westfield being the kind (read ‘social’) people that they are, decided to setup up an emerging talent platform called Studio East. It’s aim; to identify upcoming talent in the areas of Art, Fashion, Product Design and Environment & to award them bursaries (judges by the likes of Tracy Emin, Mary Portas, Erin O’Connor etc) to produce work to be displayed at the new site.

Add to that Studio East Dining; a pop-up restaurant from Bistrotheque which will be the 1st public structure on the Olympic site where people lucky enough to bag table get to enjoy views across London…

….And you’ve got REAL social media in effect.

The brief:
“To creative a digital thing to raise awareness about Studio East Westfield to the East London creative community”

The outcome:
1) The Studio East Blog/Website – focusing on creative talent that Studio East has set out to engage with and reward. People can vote on the 2010 nominations and also put forward nominations for who will be ‘Hot in 2011’. A simple call to action to have your say.

2) To bring the campaign to live in the real world, Guided teamed up with some of East London’s coolest venues including Dalston Superstore, All Star Lanes and The Horse & Groom to offer Foursquare users that check in to their locations the chance to win tickets to the Pop Up. Again not rocket science but very relevant.

The reason:
1) Creative people like to give their opinion in the areas they love. By giving the opportunity to nominate for 2011 we give the initiative longevity and cement it’s sincerity.

2) This brief is Eastside specific so lets get geo-locational.

The stuff Guided Collective can do better:
Lot’s of credible thinking which we turn into outreach to our clandestine creative networks, resulting in mucho positive noise for Studio East. A big well done to Joe & Wessel for their concepts that made this happen.

The client feedback:
“Essential to our brief was an understanding of East London’s culture, and Guided Collective’s proposal fully appreciated the need for cultural relevance, which is what firmly stood them apart from the other agencies.”

Take a look here and if you know of someone who’s doing amazing things why not give them a biggup!?

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