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MotherLondon launches three campaigns to engage the local East London community during the Olympic Games

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By The Drum Team, Editorial

July 30, 2012 | 3 min read

Creative agency Mother has launched three new campaigns which all aim to engage and involve the local East London community during the 2012 Games – an Instagram page run by local students, an exhibition to help those lost in London entitled You Are Here, and Listen With Nigel, a daily musical update on the Games.

For its new Instagram page MotherLondon scouted the best and most exciting talent at this year’s London graduate shows, each week a student will to come to Mother and show the agency their work, collect the customised Mother Mobile, and meet the Art Buying and Print Production teams before taking the helm of the agencies feed.

The first five students selected by Mother are; Sam Harris from the University of Brighton, George Scane from UWE Bristol, Dominique Percharde and Olivia Coles from the University of Brighton and Samuel Bradley from UCA Farnham.

Stephen Ledger-Lomas, art buyer for Mother, commented: “The MotherLondon Instagram feed gives an opportunity to emerging young photographers to get their work seen, not only by Art Buyers at Mother, but on the huge platform that Instagram offers.”

Mother’s second campaign is a collaboration award-winning photographer and artist Caroll Taveras, You Are Here, is an exhibition and evolving photo project set to run until 10 August.

Each morning volunteers will take to the streets of Shoreditch armed with placards and sandwich boards offering help to lost people. Anyone needing help will be taken to Mother to have their photograph taken by Taveras in her pop-up studio before being fed and watered and helped on their way by a Mother concierge.

Jane Lucas, PR and marketing manager of Mother and co-creator of the project, said the agency wanted to “capture the influx of people into the East End for the two weeks of the Games and give people a helping hand, working with Caroll on You Are Here is going to be a brilliant way of doing this, and we can’t wait to see who comes through our doors.”

The final campaign named Listen With Nigel sees the Games documented from the perspective of an ordinary man, Nigel from Kettering. For the duration of the Games Nigel will travel on London public transport, listening to the worlds’ conversations and writing songs inspired by what he hears.

Nigel will then write a set of lyrics by mid-day for the duration of the event, his song will then be produced overnight by Racket Music and available to listen to online the next morning. Nigel will also provide Twitter updates on his progress through the Twitter handle @ListenWithNigel.

Coming about following a chance encounter with one of Mother’s strategists, Alice McGinn, Nigel commented: “The idea that anyone would ever ask me to write songs or lyrics, let alone do it every day during the Olympics would never have occurred to me. But the chance to work with some fantastic people at Mother, Universal and Racket Music is just one I couldn’t turn down. I’m still pinching myself.”

Alice McGinn, strategist at Mother and co-creator of Listen With Nigel, added: "I’m excited to hear what Nigel comes up with. We hope that he manages to capture some brilliant observations about life in London in a historic two weeks for it."

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