Student Designers Competition – The V&A at Dundee

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The V&A at Dundee is an ambitious project to establish an international centre for design housed in a stunning building at the heart of Dundee’s waterfront. It aims to showcase Scottish design talent, provide a UK base for major international touring exhibitions, and promote a wider understanding and application of design. Full details are here: http://VandAatDundee.com

The challenge

We want Scotland’s art and design students and graduates to engage with the project, to have a say in which of the six shortlisted building designs should be commissioned, and to suggest ideas for its content and activities. This is a resource for all of Scotland’s design community, and needs to be shaped by the views and aspirations of the community.

The brief

We want a marketing campaign that fully utilises social media in engaging Scotland’s art and design students and graduates with V&A at Dundee. The campaign will work with the existing brand identity (V&A at Dundee – Making it Happen) and needs to have clear, engaging stories and messages. It must provide effective ways of generating and sustaining discussion, debate and ideas about a project that promises to propel design in Scotland onto a new level.

The current campaign is designed to engage local people in Dundee, the general public internationally, the wider design community, businesses, academic institutions and policy makers in the UK. This brief addresses the specific requirements of the emergent generation of Scottish designers and the wider emerging creative industry network.

We require:

  • a plan for how social media and viral marketing can raise the V&A at Dundee’s profile and also encourage participation via its website and exhibition
  • details of how visual and text based responses can be captured and disseminated
  • ideas for stories to engage different audiences and groups
  • a campaign that is consistent with the existing identity, but creates messages and stories befitting of the needs of the specific target group.

The reward

A prize of £300 will be awarded to the winning submission.

Deadline: 29 October 2010