Work / Square Peg, Round Hole

Placing Gina at the very heart of the campaign, we highlighted her remarkable story and the origins behind the inspiration of her contemporary art.

Taking a grassroots approach, we carefully curated this next chapter in Gina’s life and her entry into the gated art world. With the creation of a dedicated website, we strategically used social media to slowly drip feed content from her ‘Square Peg Round Hole’ collection, from in-progress studio shots to finished canvases, telling the deeply personal message of the collection.

Choosing to stage her exhibition at St Edmundsbury Cathedral, in her home county of Suffolk, Gina made local history as the largest exhibition of its kind to be held there.

The initial wave of press purposely focused on regional interest with major local features, building to the nationals, notably the use of a specially arranged drone image to showcase the gravitas of the 32 original paintings. This was featured as a ‘Picture of the Day’ on The Times website, which has a reach of almost 700,000 users.

Broadcast coverage landed around launch with interviews on BBC Radio Suffolk and BBC Suffolk online as well as BBC Look East. Press Association coverage of the exhibition culminated in widespread coverage including MailOnline, The Independent and The Standard, celebrating and cementing Gina’s transition into a contemporary artist.