Job Title: Building a city |Client: Warrington City of Culture
What was involved?...
In 2015 Warrington were bottom of the RSA’s culture list so attempting to make it the UK’s City of Culture was bold to say the least. With Fuzzy Duck’s roots being in Warrington and a few Ducks living there we felt that we could offer some support.
There were lots of nay-sayers: “Warrington for City of Culture?
It’s not a City and there’s no Culture!”
But seeing as our brief was to produce some media aimed at the people of Warrington we were given free reign to use as many in-jokes and parochialisms as we wished. And so we began building key places from around the town from the Golden Gates to the Mr Smiths, referencing everything from Greenalls Bitter to Walking Day.
“We won’t stop!”
Dave wrote a song, sang by local girl Frances, that began by highlighting a lot of the criticisms aimed at the bid. The tune displays a ridiculous amount of optimism and is as catchy as hell.
The point we’re trying to get across is that there is already culture in Warrington and whether their bid is successful or not, a journey towards having cultural spaces and events within the town can only be a good thing.
We worked closely with the council marketing department to develop a brand that echoes the values of connectivity and a continuous journey (they were keen not to portray this as a one off vision, but as a step-change in the town’s culture). We also added a wire element to reference the town’s industrial heritage.
We then built a micro-site to provide a place to express interest and discover more about the vision behind the bid but also the journey towards culture that Warrington is now on, regardless of result.