OXJAM CLApHAM Presents
OXJAM CLAPHAM+TOMS Pitch 2014
OXJAM clapham / TOMS Pitch
We would like to pitch to you our ideas for a TOMS and Oxjam Clapham Takeover Festival collaboration for 2014. Please find a video to accompany our pitch on the following link:
https://vimeo.com/99927797 Why Oxjam Clapham?
Here’s our break down of why we should be chosen as one of your collaborated Oxjam teams. Why London? It’s the music hub of the UK and the most culturally diverse city in the world! Why South London?It’s cool! It’s up-and-coming. It has raw, un-tapped talent. It has a legacy of amazing artists such as, David Bowie, the Clash, Adele, The Streets. So it’s cool right? But, we’re not here to talk about established artists. The Oxjam Clapham team are going to be cheer-leading over 80 local artists and musicians including: Patrick Wolf, Poeticat, Dora-Martin, Jaimie Tipson, Emma Tubemen, The Cassels. More importantly – Why Clapham? •
On average 40 million people passed through Clapham Junction station each year and it has the busiest and most crowded tube stations on the entire London Underground network.
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Clapham has over a staggering 65,000 living population with a vibrant, artistic, wealthy, diverse and youthful demographic.
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It has an iconic and desirable postcode, SW4, with a major London festival even taking its name as well as hosting several other major London festivals.
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There is a strong community and village feel to this cosmopolitan, inner-city town. The Clapham Common Bandstand, as well as the common itself are community symbols. Thanks to local resident funding and a substantial National Lottery grant, the Bandstand undergone a £2million refurbishment and the common boasts 220 acres of green space, hosting dozens of sports societies and festivals.
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It has a huge cultural importance in London with Vivienne Westwood having lived in Clapham for over 30 years, along with many other artistic personalities having grown up in here, including Patrick Wolf, a young electronic pop and baroque chamber song writer (playing this year’s event), Malcolm Maclaren and Eric Prydz.
Why do we want to be involved with TOMS?
We support the ethos of TOMS and want to incorporate it in to our event. We see it as an opportunity to engage with our audience in a different light, allowing them to see the benefit of the 1-4-1 giving and how important their consumer choices are in making a difference to other people’s lives. Our audience make the choice to come to our Oxjam Takeover Festival and through their enjoyment of local music and festival fun they indirectly help to create global change. We are both promoting generosity and altruism by encouraging our followers to make the right choices – be it consumer or music
The concept
We want to bring together arts, music and community. We want to highlight how the a small change can mean a lot. Day to day we are often in the dark and can easily forget the difficulties of living with impaired vision, low income and ill-health. Our event aims to immerse attendees into this world - changing their perspective. By focusing on TOMS’ ‘sight for sight’ initiative we want to collaborate with music photographers to put on a 3D photography exhibition. This will take place in the as part of our October event showcasing the images at one of our chosen venues. Why 3D? To the natural eye these images are incoherent and can only become fully visible when viewed through 3D glasses. The need to view these images using glasses represents the difficulties individuals have day to day regarding sight, placing the attendees in their shoes. These glasses will be branded with the TOMS logo and available throughout the event, highlighting how both TOMS’ work behind the 1-4-1 mantra and Oxfam are making a difference. The photographs will be taken by local photographers who will each be given a camera for a set period of time and asked to capture images that incorporate music, community and London. These will then be selected by TOMS and ourselves for the exhibition. The exhibition will be launched with a special event showcasing local live music, DJs, visual projections, raffles and of course a TOMS stall. We will also sell these images to help booster overall takings. On the takeover festival day the photographs will be displayed at Takeover venues along with other promotional posters with information about TOMS, Oxjam / Oxfam and hidden clues to competitions, merchandise and additional content. The location of these images will be signposted by temporary ‘footprints’ that show both the TOM’s and Oxjam Clapham logos along Clapham’s pavements and footpaths.
PR and Marketing
In conjunction with the event, we will run an online competition where individuals submit images (based on a similar brief as the event) online using a specific hashtag to our Instagram page or our website / TOMS website. The winner will be chosen by both TOMS and Oxjam and will receive free Oxjam tickets and TOMS merchandise. This also presents the opportunity for the winning image to be displayed at the event, (however it will not be in 3D) and printed onto special Oxjam Clapham pairs of TOMS shoes. We will also be using images and promotional messages to highlight the collaboration between Oxjam Clapham and TOMS through the social channels and our website. We will tie this in with specific hashtags such as: ‘oneforone’ and ‘someoneelsesshoes’ (as the event hashtag).
PR and Marketing (continued)... We will also contact our mailing list informing them of the event and how to get involved in the competition as well as describing who TOMS are, your values our collaboration and provide direct links to your site. The competition, exhibition and takeover will be pitched as advertorials and blogs, as well as a press release to all relevant Clapham and wider London arts and music centric on-line and offline media as well as local and regional press. TOMS will instantly become a ‘Headline Sponsor’ if they choose Oxjam Clapham. What does this involve? • • • • • •
Co-branding on all media created for the event. Co-branding appears on all literature created for the event. Company recognition and comment on all pre and post event press releases. Prominent display of company logo on the homepage of the Oxjam Clapham website. A description of your company and a click-able link to our website. Eight complimentary wristbands to access all the music venues.
In Summary:
I hope you can see how TOMS and Oxjam Clapham form the ideal partnership. With a strong community forming the driving force of this years event, TOMS is well placed to become part of this and not only provide us with the right support to host a fantastic, new and original event. But firmly place yourselves in an area that would welcome TOMS’ values with open arms and keen interest. We look forward to hearing back from you. Many thanks, Oxjam Clapham team.