Brand activation agency Arc London has created a campaign that sees London's graffiti get a spellcheck, in aid of tuition service The Tutor Crowd.
Spelling and grammatical mistakes in graffiti around London have inspired a new tongue-in-cheek campaign by Arc, a division of the Leo Burnett Group, for the online English tuition service The Tutor Crowd.
The campaign shows the offending graffiti on walls, toilet doors and public areas around London corrected with paint pens and stickers.The stickers direct children and their parents to The Tutor Crowd’s online service for a free English tuition trial.
As well as highlighting the need for English tuition, the work aims to debunk the myth that it’s stuffy, old-fashioned and expensive, repositioning it as online and available from expert tutors anytime and anywhere.
The campaign, called “Take The Classroom To The Streets”, is running outdoor across London, in areas including Shoreditch, Old Street, Brick Lane, South Bank and Camden and will appear online at thetutorcrowd.tumblr.com
The work, which breaks online this week, and was written and art directed by Dan Kennard and Ben Smith.
Patrick Wilson, founder of The Tutor Crowd, said: “Good spelling and grammar is fundamentally important to young people. But teaching it doesn’t have to be old fashioned and stuffy. We wanted to engage parents and young people alike, and make them realise that online tuition is an option that’s available to try.”
Beri Cheetham, Executive Creative Director at Arc said: “To change the traditional perception of English tuition, we needed a non-traditional approach. It’s tongue-in-cheek, free and makes people smile. But most importantly, we hope it helps young people engage in grammar and spelling and get support they need.”