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 from around the world, and promote the eventual winner, and their published book.
To generate noise and raise awareness of the launch, we devised and executed a photo stunt inspired by Rodin’s The Thinker 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. These were used as part of the launch media campaign to grab attention and raise awareness.
Harnessing our expert media relations further, we worked closely with the first winner, former Google strategist and Oxford-trained philosopher James Williams to secure media interviews around his win and his book launch.
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.
WHAT WE DID
PHOTOGRAPHY · MEDIA RELATIONS · EVENT MANAGEMENT · WEBSITE