“Sculpted Scrap”
 The
Challenge: Publicity for the 40th anniversary of a regional
engine remanufacturing company, as well as a special event to thank
and honor major customers. In a major metropolitan area such as
San Francisco, the 40th anniversary of a manufacturing company is
normally of little news value.
The Solution: We created a juried
sculpture competition with cash prizes, donating scrap auto parts
to area college art departments and requiring contestants to use
at least one auto part.
Jurors included such nationally known artists
as Ruth Asawa, who donated their time. In addition to donating scrap
auto parts to students, Automotive Engineering donated fork lifts
and manpower to erect large sculptures in public places – something
the typical arts organization has neither the budget nor the required
insurance coverage to do. A special poster, designed by a well-known
graphic artist, was created to advertise and commemorate the competition.
The first year the sculpture was exhibited
primarily at Automotive Engineering’s party for guests, who
thoroughly enjoyed it. In subsequent years the exhibition, called
"Sculpted Scrap," was shown at local festivals, a San
Francisco restaurant, and the Moscone Center Auto Show. In conjunction
with the Festival at the Lake in Oakland, we urged news media to
photograph the installation of the exhibit on the day before the
festival opened– a day when most media were looking for a story
but had relatively few options since the festival had not yet started.
Students demonstrated impressive creativity.
One created an enclosed play area from auto parts. Another carved
an ice sculpture of a ‘50’s automobile, entitled "A
Vanishing Breed," which slowly "vanished" in the
sunshine during the first day of the exhibition. The required auto
part in the ice sculpture was a radio antenna. Automotive Engineering
purchased the winning sculpture, which it donated to a nonprofit
organization, generating additional publicity and good will. Several
of the other sculptures also sold, resulting in income and additions
to student resumes.
Results: Extensive coverage included
a front-page photo in one major local newspaper, local section page
photos in two major dailies, coverage on two television evening
news programs and coverage in several trade magazines. The exhibition
was seen directly by more than 150,000 people, with signage highlighting
Automotive Engineering as the sponsor. An added benefit was the
opportunity to do something positive for the community.
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