NINE DOTS PRIZE LAUNCH

NINE DOTS PRIZE LAUNCH

THE CHALLENGE:
The Nine Dots Prize is a new prize for creative thinking that tackles contemporary social issues. Entrants are asked to respond to a set question in 3,000 words. The winner receives US$100,000 to write a short book expanding on their ideas, published by Cambridge University Press. Riot was engaged to promote the inaugural prize and drive entries and promote the winner.

RIOT SOLUTION:
To generate noise and raise awareness of the launch, we devised and executed a Rodin’s The Thinker-inspired photo stunt that picked up on the Prize’s core aim (to promote new thinking).
Nine bronze-painted models posed on plinths in Battersea Park, to provide striking, multi-purpose assets.
Harnessing our expert media relations, we worked closely with the first winner, former Google strategist and Oxford-trained philosopher James Williams to secure media interviews.

THE RESULTS:
Our photos were picked up by the Guardian with our news announcement to launch the prize, and widely shared on social media. The inaugural prize received over 700 entries from all around the world.
We secured national and international media coverage for the inaugural winner, ranging from BBC Radio 4’s Today programme to a spread in the Sunday Times Magazine, plus international coverage including interviews with the Canadian and Australian Broadcasting Corporations.