Absolute successfully won a five way tender to design a campaign to celebrate the World Heritage site status for Cornish Mining.
Our brief was to inspire the 15,000,000 people who walk along platform 8 of Paddington Station in the four months the campaign was installed. The campaign objectives were to make people stop, think and want to find out more about the mining landscape of Cornwall and finally inspire them to want to visit Cornwall.
A way of monitoring the responses and views of viewers was also a requirement of the brief.
Through extensive research and brainstorm meetings with the team at Cornish Mining we were able to discover facts about Cornish Mining which were relative to today and helped ‘changed the world’.
The bright graphics sit stunningly against the architecture of Paddington Station and the campaign can be seen even from platform One.
A fun and interactive website cornishmining.com was created alongside the campaign to add more background information on each of the 12 messages, along with a questionnaire to collate views on Cornish Mining and opinions on the campaign. The campaign has received national acclaim.
“One of the World Heritage Site key aims is about presenting Cornwall as a place where a culture of innovation helped create the modern world we live in. We were particularly happy to appoint Absolute (a prime example of present day Cornish innovation) to help us tell this story, and what’s more to tell it for the first very time. The challenge was to do this in such a way that it stood out in the iconic and monumental space of Paddington Station on 12 hoardings spanning the length of platform 8. We wondered whether it would be possible to turn our fairly cerebral message into something eye-catching and imaginative, but Absolute did it: the campaign visual concept, the design and the copy writing all contributed to the overall success of the installation, while also remaining true to the World Heritage Site values of academic accuracy. On top of everything else, the project management was flawless even though our deadline was really tight.” DEBORAH BODEN