Work

THINKHOUSE was appointed by RTÉ following a public tender to manage the competition from end to end. Our strategic approach was inspired by, and reflective of, the incredible world of possibility that exists in the minds of children. The concept of a child-like imagination is captivating because it feels defiant and unrestrained. For this reason, we chose the competition theme: This is Imagination!

This theme not only informed the entries but was central to all aspects of the 2024 campaign. The work undertaken by THINKHOUSE included:

• Competition Management: A comprehensive plan was executed to manage entrants, parents, judges, prizes, themes, deadlines, and promotion.
• PR & Advocacy: A strategic PR campaign was executed to maximise media coverage and public engagement, ensuring widespread awareness of the competition.
• Branding: A refreshed brand identity for 2024 was introduced, reinforcing the competition’s evolving vision and contemporary appeal.
• Film Production: We created a visually dynamic 30-second TV spot, incorporating CGI, paper cut-outs, animation, and photography, to inspire participation.
• Website & Digital Presence: A dedicated online gallery was maintained and updated, allowing easy access to submissions and celebrating young artists' achievements.
• Design & Promotion: Various digital, social media and print assets were developed to ensure a strong promotional campaign.
• Partnerships: Collaboration with AAD/Wove facilitated the website build, ensuring smooth digital submission, data management and engagement.
• Engagement & Outreach: Close collaboration with schools, youth leaders and local authority coordinators helped increase participation.
• 10M+ Potential Earned Media Reach
• 1.5M+ Potential Earned Social Reach
• 24.5k Website Visits
• Thousands of entries
• Entries from every county on the Island of Ireland
• 5 First-Place Category Winners, each receiving a bespoke trophy designed by renowned street artist Maser, along with prizes to further develop their artistic skills.
• 10 Runners-Up, awarded for their outstanding contributions.
• 145 Special Commendations, recognising remarkable creativity.
• 492 Certificates of Participation, celebrating the incredible effort of entrants.
• A curated digital gallery providing an accessible archive of young talent.
• Increased engagement in the arts, with young people from diverse backgrounds participating and showcasing their talent.
• A national celebration of youth creativity, culminating in widespread recognition across media platforms.
• Digital preservation of young artistic expression, ensuring accessibility to a growing archive of youth art for future generations.
• A lasting impact on participants, as winners and entrants alike were encouraged to continue developing their artistic skills, with many receiving bursaries and resources to further their practice.

The competition was judged by an esteemed panel, including graffiti and street artist Maser; contemporary abstract artist Leah Hewson; visual artist Aideen Barry; Senior Curator at The Glucksman Cork, Tadhg Crowley; and Sheena Barrett, Head of Research and Learning at IMMA – the Irish Museum of Modern Art.

The competition had an overwhelming response, with an extensive range of artistic submissions from across the island of Ireland. The final results included:

Artist Maser, who designed the winners’ trophies, said: “Art is, and has always been, an amazing outlet for me. I think it's an outlet that every young person should try their hand at and get involved in. I’m delighted to see so many entries for ‘RTÉ This is Art!’ But more than that, it was truly heartening to see the creativity, the passion and the personality that came across in all the entries. ”

The impact of 'RTÉ This is Art! 2024' was profound, achieving its goal of nurturing artistic expression among young people and reinforcing the value of art in Irish culture. Key outcomes included:

Sam Jaszemski, winner in the 16 to 18 year old category, said: “Art means so much to me and it was gratifying having my art recognised in this way. It's a wonderful gateway to get your art recognised. You get to meet so many other incredible young artists in a space where you can encourage each other and recognise each other's skills.”

Suzanne Kelly, Head of Children's & Young People's Content RTÉ, said: “THINKHOUSE brought a fresh, dynamic perspective to RTÉ This is Art! Their imaginative approach, dedication, and creative execution brought the spirit of the competition to life in a way that truly resonated with young people across the island.”

By investing in young artists and providing them with a meaningful platform, RTÉ’s 'This is Art!' competition continues to enrich Ireland’s artistic landscape, ensuring a bright and imaginative future for the next generation of creatives.