Baxter & Bailey - Action For Children

Action For Children

Campaign and communications

The power of surprise and delight to raise awareness, funds and smiles.

This story starts with us receiving an invitation from Action For Children. They were asking a selection of artists and designers – including us – to each decorate, interpret or redesign one of 101 very large reinforced polymer eggs. Who could resist? We created our own response to this unique brief: called Eggsistentialism, it aims put to bed that age old question “Which came first, the chicken or the egg?”. When completed, our egg joined 100 other beauties by leading artists and designers, each one hidden in a series of locations across London as part of the charity’s Big Egg Hunt. The eggs then toured the UK, popping up in cities from Liverpool to Glasgow to raise awareness and funds for Action for Children’s incredible work. We were also asked to design and produce an exhibition catalogue for the auction and sale of the eggs, held at the Institute of Contemporary Arts in London, and to provide creative direction for event communications. All in all, an eggcellent project. Sorry.

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Baxter & Bailey - Action For Children
Baxter & Bailey - Action For Children
Baxter & Bailey - Action For Children
Baxter & Bailey - Action For Children
Baxter & Bailey - Action For Children
Baxter & Bailey - Action For Children
Baxter & Bailey - Action For Children

“Baxter & Bailey were good eggs from start to finish.”

  • Ellie Rees,
  • Artistic Director,
  • The Big Egg Hunt
Baxter & Bailey - Action For Children
Baxter & Bailey - Action For Children
Baxter & Bailey - Action For Children
Baxter & Bailey - Action For Children

Impact

The Big Egg Hunt campaign saw over £500,000 of unrestricted funding raised, attracted over 850,000 visitors across four major UK cities and generated national TV, radio, online and press coverage worth £1.2m – including BBC, ITV, Channel 4, The Guardian, Daily Mail and Metro.

Baxter & Bailey - Action For Children

Acknowledgements

Life in a busy design studio sees us tackling all kinds of challenges, from digital and motion, to print and environmental. This project, however, was a first. So thanks to Action For Children Big Egg Hunt’s Artistic Director Ellie for inviting us to design and build our first giant egg. We think we cracked it.