War Correspondent: Reporting Under Fire Since 1914 at IWM North in 2011 was the first major exhibition of its kind, revealing the dramatic true stories of celebrated war reporters, including Kate Adie, Martin Bell, Jeremy Bowen, Richard Dimbleby, Brian Hanrahan, Rageh Omaar and John Simpson.
Wonder were tasked with creating a marketing campaign that resonated the exhibition content, compelling target audiences to make a visit. Our approach used a dynamic grid of twelve correspondent images, communicating the timeline of war reporting from 1914 to present day. These extruded three-dimensional images captured the fluid and often dramatic nature of war reporting – points in time that correspondents capture and communicate to the audience at home.
To heighten the strength of the image created, our designers created a bespoke typeface, named Correspondent for the title treatment. Being mono-spaced, this typeface further highlights the grid. The specially created typeface was adopted across all campaign materials and also features in an associated book.
“Wonder responded to the brief with a vivid, creative approach that looked beyond print media to provide an integrated approach that would work across a wide variety of platforms. More than just an agency, they have worked with the marketing department to provide a stunning and dynamic campaign.” Fiona Leinster-Evans, Head of Marketing & PR, Imperial War Museum North.
The exhibition launched with a Private View opened by Kate Adie, former BBC News Correspondent, broadcaster and writer. For this, we produced an interactive VIP Private View invitation. This eye-catching piece of print used a die cut and wallet reveal to highlight the people and stories behind the camera.
A video trailer (view it above and on YouTube) heightened the campaign, using a lead visual and historical timeline, combined with footage from IWM and the BBC to dramatic effect. The trailer featured in cinemas, on outdoor screens including Reuters Jumbatron in Canary Wharf and the BBC screens in Manchester, as well as being seeded online.
The campaign featured outdoor advertising (48, 6, 4 sheets, Metrolink panels), cinema advertising, press advertising, large format venue graphics, promotional leaflets and a schools direct mail piece.