Art really does have a heart...

What happens when your client is a brand who doesn't believe in staying between the lines? What happens when the brand is itself innately creative and widely regarded as a youth culture force in Ireland? What happens when such a brand wants to 'do art' with a sense of credibility and authenticity that won't come off as yet another corporate activism crusade?

Welcome to BT2... and ArtDublin07 - part exhibition, part art sale, but with all proceeds going to support the homeless charity Focus Ireland, all about a bigger picture.

60 emerging and established contemporary artists, working across a variety of mediums created over 300 individual artworks dealing with that most emotive and complex of ideas 'Home'. Taking over BT2's flagship Grafton Street store, ArtDublin, now established as a leading creative and cultural event on the Irish calendar, is what we technically call a 'Big Gig'! 

One of the great things about this job and industry are briefs like ArtDublin and brands like BT2 - as a creative organization themselves BT2 understand the power of the conversation economy in shaping their brands ability to go beyond the ordinary.

As human beings they realize the power of their brand and their creatively attuned audience to make a difference, to start a wider conversation based on creativity, community and communication.

Boondoggle were to be able to generate and bring the 'Home is where the Art is' proposition  to life across a number of activities and touch-points, ranging from creative conceptualization, visual identity develop and off line design support right through to developing the online 'home' for the idea, the art, the artists and the cause.

Call that what you will: digitally led integration, channel neutrality, 'full service', 'through the line' thinking, whatever... we prefer see it as proof positive of a great idea's ability to work anywhere.

But what we're even prouder of is working with BT2 and Focus Ireland to make a difference.