How often do you see adults who are so immersed into a game that on their faces appears a lively childish look which makes them glow as bright as when they have first experienced the magic of the play? Well, this is what the team of yello brick can give to your audience – an adventure specifically tailored for your brand which will place your targeted market at the centre of an unforgettable story.
Alison John, producer at yello brick, gave us some inspiring insight on their work in a lecture for our amazing #JOMECcci, and this blog post is a response to it…
yello brick is a fast-developing marketing agency which creates not only physical events but also digital experiences. The idea for the company originated from its founders’ interest in social interaction and their desire to mix theatre, street and game elements to see how people would respond. Of course, the success of this innovative venture came soon enough – in 2014, yello brick won a BAFTA Cymru Games Commendation for the compelling project Reverie.
Photo credit: yello brick
What made Reverie exceptional was the efficient mixture of old and new, as the game did not only encourage participation in physical events across Cardiff Bay, but also built a large online community of followers thanks to a huge marketing campaign on social media. Thus, Reverie once more demonstrated that technology and digital expertise are key to the success of the creative industries and the promotion of new projects in the field.
However, the success of yello brick was not pure luck but rather a result of tough work and constant efforts. As Alison John notes, games are not necessarily seen as an art form by the Art Council, and funding can sometimes prove to be slow and challenging. So, her advice to all future creatives is to fight hard for their dreams instead of waiting for somebody to provide them with the necessary resources to chase them.
Undoubtedly, this piece of wisdom can be useful to all startups, which are about to make a name on the market. With the significant cuts in public funding for culture and arts in the last few years, more and more companies struggle to create or preserve their brand identities.
On the bright side, the UK government gradually realizes the importance of the creative sector to the economy. In result, the Arts Council England (ACE) has announced an increase in culture funding with extra £37 million per year in the period between 2018 and 2022. The strategic allocation of those funds will aim to enhance creative and regional diversity by funding more small startups outside London.
However, it is obvious that ACE’s budget is still highly restricted, which continues to limit artists’ access to public funding, and could potentially discourage participation in shaping the cultural landscape of the country.
In response, new innovative methods for financing creative ventures continue to gain popularity, including crowdfunding and other forms of private investments. In the case of yello brick, working with different clients is essential – as Alison mentions, they have benefited from ACE’s financial support, but a significant part of their business also involves designing projects for corporate partners.
So, in times when it gets harder and harder for the creatives to receive public funding, yello brick proves to be a true inspiration and an example of an innovative company that refuses to wait for success to come, and instead, chases it confidently and fearlessly. Undoubtedly, in that courage lies a lesson every graduate who wants to enter the industry needs to pay attention to!
Photo credit for the featured image: yello brick