3+9 Exhibition - Turning a problem into a creative opportunity

At the start of their final semester in university, no student would have imagined the modified conditions under which they would be preparing for their final semester of study.

Originally the Advertising and Brand Design students at Swansea College of Art UWTSD had planned their end of year exhibition to take place in the Volcano Theatre on the city’s High Street on May 1st. However, the global situation that has arisen over the last few months made it inevitable that this would have to be cancelled.

Ever resourceful, the Advertising and Brand Design students have decided to see this as an opportunity rather than an obstacle. By reframing the situation, they have seen it as the ideal opportunity for the course to create its first virtual exhibition. The student’s work will also be part of the main Swansea College of Art Virtual Summer exhibition in July.

Having already established their 3+9 exhibition title, the students are now working on its digital transformation so it can be enjoyed remotely, thus overcoming the current lockdown restrictions. Rather than seeing this as problematic, they have identified a number of key benefits that the situation has to offer.

Apart from now being able to make the invitation global, target the best creative directors and industry leaders, they can also make the invitation open to every creative on the planet. To spread the message they have created a humorous, yet culturally relevant, social media teaser campaign that highlights the benefits of isolation.

By addressing the lack of necessity to dress for work during lockdown, they have linked this idea to not needing to ‘dress up’ to attend their 3+9 Exhibition. Using the #workfromhomewear on their Instagram feed @_threeplusnine they have been entertaining their audiences with their personal take on the subject and inviting others to follow suit.

Humour apart, this dynamic change of approach illustrates their ability to manage strategic change in uncertain circumstances. Programme Manager Martin Bush said: “The very essence of any great creative advertising practitioner is the ability to quickly adapt to unknown and new situations. We are very proud of how they have seamlessly reframed their end of year exhibition and in the process they have showcased their skills to the industry. Huge changes in the advertising sector mean that those with the ability to evolve will achieve greatest success. I believe our students’ flexible approach showcases their ingenious creative thinking. If you can’t visit the exhibition, then they will bring the exhibition to you.

Third year student Dylan Davies said: “Advertising and branding is so interesting because there are practically no limits, you can have an idea that seems so out of this world and unobtainable, but these are the ideas that often create the most striking and memorable outcomes. That's what is great about the course here, everyone supports each other to create the best pieces of work we are all capable of, students and lecturers alike.

Martin added: “We pride our course on inspiring our students to become thought leaders in the advertising industry. This clearly illustrates our students’ incredible ability to manage and actually thrive through change.’

The website threeplusnine.co.uk which is currently in final development, will go live on Friday 15^th May. It will present student profiles and work, along with the Creative Advertising’s course very first ‘virtual exhibition’ for all to enjoy, wherever they are in the world.

Further Information

Rebecca Davies

Swyddog Gweithredol Cysylltiadau â’r Wasg a’r Cyfryngau

Executive Press and Media Relations Officer

Cyfathrebu Corfforaethol a Chysylltiadau Cyhoeddus

Corporate Communications and PR

Tel: 01792 483695

Mobile: 07384 467071

Email: Rebecca.Davies@uwtsd.ac.uk