MEDIA: C4 links up with Foundation 33 to back arts show

Marketing, Thursday, 19 September 2002, 12:00am,

Channel 4 has teamed up with art collective Foundation 33 to create what it claims will be the largest-ever piece of signed artwork to promote the launch of C4's new arts and culture strand The Art Show.

Visitors to the Whitechapel Art Gallery in London can see ten men and women signing and individually numbering one million specially designed postcards, which will give the dates and transmission time of The Art Show.

The task, which is estimated to take ten hours a day, over 14 days, is aimed at creating the world's largest ever 'limited edition' of contemporary art. Once signed, the postcards will be distributed by Boomerang Distributions throughout bars, clubs, cinemas, health clubs and universities.

According to Channel 4 marketing manager Nick Stringer, the postcards aim to stimulate a wider debate around what really makes art and culture.

This article was first published on Marketing