'Sculpture doesn’t do. Sculpture is.' wins prestigious D&AD award
We are thrilled to announce that the Henry Moore Institute has received prestigious recognition for our ‘Sculpture doesn’t do. Sculpture is.’ promotional campaign at the highly esteemed D&AD Awards 2023.
Our brand awareness campaign has been awarded with a Wood Pencil in the Writing for Design category. The D&AD Awards are recognised globally as the ultimate creative accolade for design and advertising, entered and attended by the best from around the world.
In 2022, we embarked on an exciting collaboration, working alongside the inspirational poet, design/advertising copywriter Thomas Sharp from thepoetryofitall.com and the talented team at Studio Sutherl& (studio-sutherland.co.uk). Together, we initiated the Henry Moore Institute’s first brand awareness campaign, aiming to create a lasting impact and establish a strong presence in the art world. With Thomas Sharp’s poetic prowess and the creative brilliance of Studio Sutherl&, we crafted a campaign that captured the essence of our institution and resonated with our audience.
The campaign had a simple, strong, recognisable typographical styling and focused on the meditative experience of visiting our galleries. The main campaign identity stated ‘WHEN THE WORLD DEMANDS TOXIC PRODUCTIVITY, CONTEMPLATION IS A RADICAL ACT’ and became a rallying call for the post-Covid debate about work and ‘return to normal’.
The out-of-house advertising in Leeds received an overwhelmingly positive reception, witnessing the campaign come to life in the vibrant cityscape of Leeds was truly gratifying, as it reached a wide audience and sparked curiosity and engagement. Building upon this success, we have decided to revive and refresh the campaign, aligning it with our momentous 30th birthday celebrations.
We are delighted to offer the opportunity to own a piece of our remarkable campaign by purchasing a poster or tote bag. You can find these exclusive items in our shops, located at the Henry Moore Institute in Leeds and Henry Moore Studios & Gardens in Hertfordshire, or take a look in our online shop.
