Art is at the core of Camden Town Brewery’s brand DNA. Each year the craft brewer partners with an emerging artist to create artwork that can be used in its bar and limited-edition cans. This time they wanted to get coverage around its partnership with Dutch illustrator Bodil Jane, with a public artwork that could be seen in Camden.

The problem? Every inch of Camden’s public spaces is already covered by incredible street art. So how do you make a statement and stand out?

My solution was to use a very different canvas by partnering with the local women’s football team – serendipitously called Camden Town FC – to create ‘the first feminist football shirt’. The shirt featured Bodil Jane illustrations of four inspirational women who lived and worked in Camden, including suffragette Dame Millicent Fawcett and poet Sylvia Plath.

Launched to coincide with International Women’s Day, 500 extra copies of The Women of Camden shirt were sold, with all the profits going to raise funds for The Fawcett Society.

With coverage in The Guardian, The Evening Standard, The Independent, FourFourTwo and design title It’s Nice That, the shirts rapidly sold-out, and Women of Camden went onto be shortlisted for the PR Week Award for Best Use of Creativity.

The Independent • https://www.independent.co.uk/life-style/women/camden-town-brewery-football-club-women-a8806871.html