Hyundai Mercury Prize x Matt Acrylic activation

  • Alex Elder
  • Darren Struwig

A challenge Somethin' Else faces each Mercury Prize is finding ways to encourage shortlisted artists to share branded Hyundai Mercury Prize posts on their social feeds. Building on from our Album Receipts activation for the 2020 awards, we commissioned up-and-coming creator Matt Acrylic to paint miniature 3x3" versions of the 12 shortlisted albums and share them back to us as stills plus time-lapse videos we could deploy as IG reels - showcasing Matt's brilliant craftmanship and giving the artists more high quality content to share on their feed.

We also had the artist mail his painting to the UK so we could present the Shortlistees with their miniature artworks and capture their brilliant reactions as they unwrapped them...