Winners & Shortlists

DEVART: ART MADE WITH CODE

TitleDEVART: ART MADE WITH CODE
BrandGOOGLE
Product/ServiceGOOGLE
Entrant Company GOOGLE CREATIVE LAB London, UNITED KINGDOM
Advertising Agency GOOGLE CREATIVE LAB London, UNITED KINGDOM
Credits
Name Company Position
Google Creative Lab Google Creative Lab Creative Agency
Stinkdigital Stinkdigital Production Comapny

The Campaign

By creating DevArt, Google sets out to show how coding can be a creative discipline and inspire the next generation of developers. It explores art made with code, by developers using technology as their canvas and code as their raw material to create innovative, interactive art installations. The project is made up of three key components: Firstly, a physical gallery at the Barbican’s Digital Revolution exhibition, featuring newly commissioned works from some of the world's most progressive interactive artists. Secondly, a global initiative and online platform for developers to gain inspiration, learn about new technologies and a canvas to showcase their creativity for a chance to be awarded a commission, alongside the DevArt interactive artists. Thirdly, the DevArt Young Creators program - an education component designed to inspire young students, through a series of creative workshops and more widely distributed lesson plans in-line with the UK’s new national computing curriculum.

Success of the Campaign

Google’s Developer Marketing team set out to build strong relationships with developers around Google's technologies. DevArt created a new innovative way for developers to think more creatively with code and push the boundaries of what is possible with new technologies. As a first-of-it’s-kind ‘competition’, where developers shared every part of their process we pushed the boundaries of a conventional competition. The project captured the their imagination of developers and within the first 24hrs became GitHub’s 4th most popular repository, out of 6 million. To date the site has been visitors by over 1.1 million visitors from all over the world. Furthermore the Young Creators workshops have now been developed and will shortly be distributed to educators all over the country as lesson plans. We hope to play a part in inspiring the next generation to take their first steps in coding and expressing their creativity.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The online platform launched in February, pre-populated with an inspiring collection of some of the world’s best digital art. We supported the launch with a targeted campaign to developers - a YouTube launch film, short documentaries of the DevArt artists, banners and a series of global hackathons - calling all developers to take part for the chance to be awarded a prestigious commission at the Barbican. In September, we launched the physical gallery at the Barbican’s Digital Revolution exhibition, featuring the newly commissioned works of the DevArt interactive artists and the winning entry. The exhibition allowed visitors to experience art made with code and to further reinforce the creative possibilities of modern technologies. Each morning before the gallery opened to the public we hosted a series of hands-on creative workshops for schools, each led by the DevArt artists, giving children the opportunity to make their very first creation with code.