Tatt Modern
The world's first "living gallery".
The brief
Launch Ink Master – The Great British Bake Off but with tattoos rather than tarts and ink replacing icing – for truTV.
The strategy
Get out of the TV pages (whilst not ignoring them) and into the national news with a high-impact stunt that would engage non-tattoo fans whilst reaching those already into body art.
The idea
Tatt Modern – the world's first live human gallery in which the twenty "exhibits" would show off their masterpieces. Working with leading tattoo artists Lal Hardy and Cally-Jo we brought in their clients and cleaned up in the media.
The results
There were double page spreads with the images from the gallery in the Evening Standard, Metro and Daily Star.
There was a raft of online coverage including Daily Mail Online (with a video to boot) and some lovely pieces including MSN, HuffPo, PSFK.
And we did a junket with Cally-Jo, getting the programme into the likes of SkinDeep, DigitalSpy and MailOnline.
The opening episode was the best-watched new series on truTV to date (at the time).
Credits
Client: truTV
Agency: Hope and Glory