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New Blood Entry — Sophia Johnson, Morgan Hinds-Shorland

Award: In Book

Open Craft / 2013

‘It’s Nice That’, started out as a platform for students to get their creative work seen. As the company has expanded within the creative community this ethos has become some what diluted. Creative/culturally engaged students often find it hard to get their work out into the world. As the Internet continues to become such a saturated space, students need new opportunities to showcase their work in order for it to be seen and appreciated. ‘The Shop Window- Bringing dead space to life’ re-engages students with ‘It’s Nice That’ in a new and unique way that doesn’t loose the ideals that the company was founded on, to showcase great work. It’s no secret that high streets have been hit hard by the impact of the recession, leaving countless shops vacant. ‘The Shop Window’ makes use of these dead and readily available spaces, breathing new life into them. We have created a new and exciting platform that re-engages ‘It’s Nice That’ with their original target market by allowing students to showcase their work in a whole new medium giving them a reason to visit the brands website and read their magazine, whilst at the same time providing a greater sense of human interaction than any other social networking site. In the future ‘The Shop Window’ has potential to grow and utilize other dead spaces often found in student towns through the same idea and method. It means that the campaign has longevity and can transform towns and unloved areas into creative spaces.

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