TitleAsh to Art
BriefIn May 2014, fire destroyed Charles Rennie Mackintosh’s masterpiece, the Glasgow School of Art. Seeing beyond the devastation, J. Walter Thompson London sent 25 world-famous artists a piece of charcoal salvaged from the Mackintosh building. The idea was for them to use the charcoal to create new works of art. These would then be auctioned to raise funds and publicity for the rebuilding of the school. When the iconic Glasgow School of Art was destroyed in a fire, the agency sent ashes from the blaze to selected artists. They made new art works from the cinders and auctioned these off to raise money for the reconstruction of the school. When tragedy struck, burning down the Glasgow School of Art, a symbol of art for 120 years, the school decided to turn Ash to Art. They sent pieces of the burnt ruins to 25 renowned local artists and asked them to make art out of the wreckage. Each original piece of art was auctioned off - sparking a national conversation about art and raising money to rebuild the school.
Agency
Campaign Ash to Art
Advertiser Glassglow School of Art
Brand Glasgow School of Art
Business Sector Colleges, Universities & Education Centers
Story In May 2014, fire ravaged one of the most important buildings in 20th century architecture, Charles Rennie Mackintosh’s masterpiece, the Glasgow School of Art. 
Seeing beyond the devastation, J. Walter Thompson London worked with the School on a pro bono basis, sending 25 world-famous artists a piece of charcoal salvaged from the Mackintosh Building fire. The idea was for them to use the charcoal to create new works of art. These would then be auctioned to raise funds and publicity for the rebuilding of the school – thereby creating a new building from the remains of the old. 
Media Type Case Study
Length
Art Director
Copywriter
Art Director
Copywriter
Director
Agency Producer
Graphic Design
Executive Creative Director
Head of Art

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