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The owners of Queens Arcade Shopping Centre in the heart of Cardiff have just spent rather a lot of money rejuvenating its malls. And it's pretty good. White walls, mood lighting, plasma screens, new rails, improved sight lines and a spectacular glass Queen Street entrance.
What they need now is a launch. Before FrogBox was invited to come up with some ideas a few others had had a go, but none really hit the mark. What was needed was an idea that would build publicity, involve the community, create local pride, promote the new brand ID and generate footfall and website traffic.
So naturally we thought of a celebrity photo mosaic.
Hold on, hear me out. I'll explain it really quickly. Wales is not short of talent; there's Cerys Matthews, Charlotte Church, Gareth Edwards, Katherine Jenkins, Joe Ledley, Joe Calzage and they're just the contemporary ones. Going back a bit you've got Tom Jones, Tommy Cooper, Nye Bevan and Max Boyce. The list goes on. But who is the Welsh Favourite? Today? At this moment in time?
Well, we propose finding out. Using PR, media partnerships and social networking sites we'll ask the question, who is the face of Cardiff? People will be able to vote online through the Queens Arcade website in both a free vote and a later top ten decider.
During this period, we'll begin taking photos of shoppers against different coloured backgrounds to form the basis of a 12ft high photo mosaic to be created in honour of the face of Cardiff. 3500 photos are needed and those that take part do get a free Queens Arcade t-shirt...
So, there we are. A picture of the person voted 'Face of Cardiff' made up out of at least 3500 photos of people from Cardiff in the colours of the new brand design.
We'll print it, and unveil it at the centre and our final task is to get the 'Face of Cardiff' to make an appearance. No pressure!