Agency: Ogilvy PR with AMV BBDO and the Design Museum
The pandemic forced us to make decisions on what we deem essential. The arts & culture sector was deprioritised. Galleries and museums were forced to close – but essential shops like supermarkets remained open. Using that simple loophole and the power of creativity, we bypassed regulations and opened a supermarket at the Design Museum, allowing it to welcome visitors again. We collaborated with artists to turn essential items such as loo-roll, pasta and bread into artworks, all available at supermarket prices and demonstrating our belief that Creativity is Essential. All proceeds from sales went towards supporting the creative community.