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a celebration of
homegr wn stories
The Seriously
Creative Issue
issue 4
spring 2021
welcome
welcome CONTENTS CONTENTS CONTENTS CONTEN
welcome 20
welcome
welcome
6
WE HOPE THIS ISSUE REACHES YOU SAFE AND
WELL, AND YOU ARE NOW IMAGINING A BRIGHTER FUTURE
welcome
AS WE EMERGE FROM LOCKDOWN.
Working with businesses all over the UK during the
pandemic, we have been inspired by their innovation, tenacity
and optimism. We believe that we will soon turn a corner and
4 10
welcome
go forward connected as humans, more digital as beings
4 14
and more caring about our planet and people.
This issue is dedicated to being ‘seriously creative’ Did social FINDING YOUR
which is our core brand value at O. get serious, or POSSIBLES
We happen to think creativity is a pretty serious topic – creative in 2020? The role of creativity
welcome
in times of crisis with
when faced with a global crisis, economic uncertainty and personal
Laura Lindow.
6 16
struggles - we have seen our communities emerge stronger
and even more creative than ever.
Jackie Weaver GETTING CREATIVE IN THE
Restrictions on the little things we took for granted has made Using her ‘new-found’ KITCHEN AND OBSESSED
authority for good.
us crave a more creative outlet, or for some it has led to a rethink WITH NEW IDEAS
welcome
of what we need to take more seriously. With Aidan’s Kitchen
8 18
Here we share our thoughts and who has inspired us, from
the little guy to the global brand that kept us going, the daily
routine that got us through, to the life changing decisions
Creative Local NE1 & Everyone
we’ve made in recent months.
Heroes - Fenwick Reminding us how
welcome
A window on a great our city is.
world of ‘insperience’.
10 CRUFFIN TO
WORRY ABOUT
20 the year we
got creative
welcome
Creating a community What got
through food. us through...
12 SHRINKING
THE WORLD
welcome
How the pandemic
helped to bring the
North East to Nashville.
The Seriously Creative Issue 3
kari owers, MD at o
DID SOCIAL GET SERIOUS,
OR CREATIVE IN 2020?
This last year we took to the internet more than ever before. Locked down
and separated from our friends, family and colleagues many used their social
communities to plug the gap. Serious movements
Meanwhile things were changing on social media, as brands took more risks, humour became Through the last year we
the antidote to real life and people stood up loudly for their beliefs. However trolling has have seen social take fire
with serious news from
continued to grow and a new ‘cancel culture’ has emerged, as people become less tolerant
the Black Lives Matter
or open to debate with those whose views or lifestyles are not the same as theirs. protests to the storming
Creativity was everywhere, but serious topics were trending too - we just addressed them in of the Capitol in the US.
a more creative way. Social has become a
global stage for politics
Here’s just some of the last year’s big social trends we think changed things for good. and political views, for
rebellions and conflict
Creative smiles and for much unregulated
opinion.
Weetabix stole the show in funny social media exchange and putting aside rivalry to lift
early 2021 with its ‘Weetabix between the two companies Cancel culture has
spirits is the new normal. Brands
and beans’ viral social stunt. took place after shoppers drew become huge, as people
are not just about sales, they are
There was barely a marketing comparisons between Aldi’s have gotten tired of social
playing their part in keeping us being used as a platform
person in the land who didn’t Anti-Establishment Beer and smiling in difficult times.
share their love for this simple Brewdog’s Punk IPA. Brewdog for hate, discrimination
activation, but it was the initially joked they’d create a Fundraising challenges also or abuse. The tide of
other brands that joined the Yaldi IPA in mockery of the clear became a social movement in disagreement leads not
conversation that saw one of brand similarities – rather than to healthy debate but to
2020, with everyone trying to
the biggest social trends take eradication of the person,
take offence, Aldi responded do their bit to recognise the in social media terms.
flight into the mainstream. wittily “we would have gone hard work and sacrifice of our People are voting with
with ALD IPA, send us a crate NHS heroes. Nowhere better
Brand band-waggoning has their likes and follows,
and we’ll talk..”
grown in popularity over the was this seen than the late with one tweet able to
last year, where one brand The banter led cancel an entire career
posts a viral and other – even to the ALD IPA
keeping a sense of humour and
in seconds.
competing - brand jumps into becoming a
So what are social media
the conversation with their
own take. From @Nandos
reality and now
available as a everything in perspective, platforms doing to stem
the flow of fake news and
commenting to @Weetabix
“You okay hun? to Sainsbury’s
Special Buy
in-store, for putting aside rivalry to lift hate? Thankfully some
movements were made
saying “beans have no authority
here” and Heinz *removes
every case
bought both spirits, is the new normal. in late 2020, when Twitter
banned Donald Trump
As lockdown started to bite on from the security of free school
meals. Taking his campaign
families, social media saw one
Sainsbury’s from chat*, the fun companies are
for spreading false man lead an entire movement for right to the top, he influenced
social banter saw this single donating a tree Captain Sir Tom Moore, who
election propaganda and change when it comes to poverty. parliament and had direct impact
Twitter post gain 134k likes and to Brewdog’s forest to fight raised over £32 million by flagged/disputed content on policy change.
national media attention. climate change. walking around his garden in Footballer Marcus Rashford
functionality is helping
the run up to his 100th birthday campaigned tirelessly from his One man on a mission created a
Brewdog and Aldi is another So, if the state of the world has platforms clamp down
and becoming a global social Twitter feed to ensure children did movement about meals.
example of brands colliding in taught us one thing it is that on issues like anti-vaxxer
good humour over social – the keeping a sense of humour media sensation. disinformation. not go hungry when removed That’s seriously cool.
4 Homegrown The Seriously Creative Issue 5
How are you handling I’m constantly hearing of songs We saw in the Guardian
becoming an internet sensation? being written about me, even that you’ve teamed up with
Jackie Weaver merchandise, Helen Meissner on a dance
“I try to see everything in isolation
so that I don’t get overwhelmed, which still feels a bit surreal.” track to highlight diversity in
every request I see as a separate Have you been approached to local council, how did that
thing, so I’m able to take part do any brand partnerships or come about?
without always seeing the big collaborations online? “Since the video was posted
picture or reminding myself online it’s been weird to
millions are watching. I’ve
see people writing songs
been asked to do some
about me, seeing more
weird and wonderful things
video edits and being used
and it’s been an incredible
experience so far. I keep in every way possible across
telling my husband that social media, and I guess in
when this is all over he the most part it does not
needs to remind me that
I had a lot of fun.”
Actually, I have had two bother me. But when this
really enthusiastic woman
Did you use social media
nursing homes ask me to be got in touch with me, spent
a lot before all of this? a spokesperson for them a little time to get to know
JACKIE WEAVER –
me and then asked if I’d be
“I was on Twitter, a very
long time ago a colleague
and promote them and I involved with a dance track,
I thought – why not? She
of mine set me up an
account where I was
must admit I decided not to was very sensitive to the
take that personally but I fact that I didn’t have a lot
USING HER ‘NEW-FOUND’
supposed to tweet about of time so she helped me
things happening around
the work world, and I must don’t think I’m quite there as much as she could and
told me what she needed
have put two or three
things on but it wasn’t
yet – The Kim Kardashian of me to do. It’s been really
nursing homes could be one nice to help someone who
AUTHORITY FOR GOOD
much. Once it all happened,
is clearly very enthused
I quickly realised the power
of social media, but you for the future. about her work and it was
an enjoyable and much
can see how people get
obsessed with getting more real experience to be
more and more followers part of something, rather
and that constant need than something being done
“I have been called an influencer
Now infamous, the Handforth Parish Council meeting for affirmation online. about or for me.”
and I must admit I am not 100
I started to notice the follower
has had millions of views around the world. Since going viral, percent sure what that actually What’s next for
numbers going up and up and up.
despite the video highlighting some serious behaviour issues, And not only that, but that feeling
means. But I would like to use Jackie Weaver?
the content has brought a lot of laughs and plenty of that influence in the best way
of ‘what am I going to do when all “This is just a tiny part of me,
I can, quite frankly the fact we
admiration for Jackie Weaver. these people leave me’ and how I’m a wife and a mother, I don’t
bereft am I going to feel? I have have to talk about diversity and
even think my son’s will watch the
The video, which was filmed by a young council follower went viral a voice and a following and so I’d representation is something I’m
video. I will continue to be very
in hours, and so did Jackie. With appearances on Sky News, BBC, ITV, like to put it to good use, but I disappointed in. You would think
much the same to my family,
The Brit Awards, among many others, she is certainly in demand. We also have a full time job.” this had been resolved, because
you don’t hear about it as much and I have no doubt this will all
caught up with Jackie about her new-found authority and how social
What has been the most anymore, but actually what we become old news soon. And I
media has given her an amplified platform to use her voice to raise feel sort of sad about that, I
interesting or weird moment have done is pushed it further
awareness for positive change in local politics. for you so far? can see what it must be like for
behind the curtain. I am not here
for change for changes sake, it’s ‘influencers’ and how it must feel
“I mean, I have to admit there
haven’t been that many strange not about that; it’s about local when things end. I have a bigger
requests or brand partnership councils being representative voice and platforms that help
options so far, apart from one of their communities, and if that with my work, where I can talk
man asking me to marry him of means older men and women about real issues and be part
course. I have taken part in some then fine. But quite often that of special things. I’m told I have
of my favourite shows and got isn’t the case and it’s not a lot of ‘social authority’ now,
to meet some amazing people representative of the community so I’ll help where I can and use
which has been a real highlight. that they’re part of.” it wisely!”
6 Homegrown The Seriously Creative Issue 7
One brand that was determined crowd did not gather outside the designed to have their own
CREATIVE LOCAL HEROES
to ensure families had a special department store for the unveiling unique physical features and facial
Christmas is Fenwick, the event which took place on a characteristics. The character’s
department store that brings Sunday. London based, creative posing, positioning, styling, and
joy to people with its Christmas film company Duck Productions props are the result of meticulous
window reveal each year. filmed the live event and its set character development. Due
included 8 cameras, a production to COVID restrictions, the set,
As the November 2020 lockdown
van on-site and a creative director. lighting, and backdrop scenery
was announced, O Comms began
were all reviewed and developed
1.
The people whose creativity and working with the Fenwick team O’s PR team were on site to
to plan for a digital Christmas like by the production team remotely
innovation got us through the pandemic, manage the swift turnaround of
no other – an ‘insperience’ that via video call.
from content creators on social photos and film wishes to the
families could enjoy the world over. waiting media, who were not Although designed specifically
platforms like Instagram or TikTok,
on site. for Fenwick’s Newcastle
to artisan businesses that refused to Fenwick is underpinned by
be defeated when lockdown hit, Chris & Rosie community and family and was Created here in the UK, this year’s
customer base, the 2020 window
gained global exposure from
entertainers who swapped festivals
for Facebook Live and just normal
Ramsey (Shagged determined to bring the magic
of its iconic Christmas window
window scenes were transported
to Newcastle where they were
viewers worldwide including
people whose creative output simply Married Annoyed) display to the people of the brought to life by a team of five
Fiji, South Africa, Canada, USA,
Thailand, Canada, New Zealand
North East this year in a safe way. animators, technicians, window
made us smile. For the podcast LOLs. and across Europe.
Fenwick Newcastle’s famous dressers and carpenters with an
Thank you to all of Christmas window display, now expanded external production Many shared emotional and
team of around 30 people in total. heart-warming responses,
you for inspiring us. in its forty-ninth year, regularly
congratulating Fenwick for
attracts a crowd of 2,000 people The detailed and complex
to Northumberland Street. In 2020 creating a much-needed sense
process to create the window
Fenwick unveiled the of community, as thousands of
scenes involved intricate
windows virtually for the people all over the world were able
storyboard designs for each
Fenwick: 2.
first time via Facebook to watch the reveal together online
scene and required five solid
Live, with over 250,000 at a time when many are separated
days working with the production
tuning in on the night, from family and loved ones.
A Window on
design team to animate the
from all around the world. One viewer from California, USA,
entire eight-scene window scape. commented: “This is a happy day
To date, the lockdown At 38 metres and with eight for us and a wonderful way to
a world of Christmas window
‘A Wind in the Willows
story’ digital unveil event
amazing scenes, the display is one
of the largest Christmas showcases
celebrate with our friends across
the pond!”
‘insperience’
in Europe and provides 840 hours
has accumulated over One viewer commented that they
of exciting entertainment over the were watching the reveal in Canada
860,000 views and
festive period. whilst their mum was watching in
received over 38,000
comments, with Developed over nine-months, the the UK. Lots of parents expressed
thousands congratulating window scenes depict a Christmas gratitude to Fenwick for being able
Fenwick for creating a reimagination of the popular and to share a fond childhood memory,
much-needed sense of beloved classic children’s story, the reveal of the Christmas window
communal festive cheer. display, with their
children.
The virtual event featured
a host of festive surprises, At 38 metres and with eight The Live Stream was
including dancing elves,
Santa himself on the amazing scenes, the display is a thirty-minute event
featuring dancing
Fenwick store roof top,
and a nostalgic look back
one of the largest Christmas elves and an
appearance from
through the extensive
Fenwick Christmas
showcases in Europe Santa on the store’s
rooftop. Fenwick
window archive. captured Christmas
The Wind in the Willows written
Safety of the local and created a real nostalgic moment
by Kenneth Grahame. Fenwick’s
community was top for viewers in the region, across the
‘A Wind in the Willows Story’
priority for Fenwick UK and around the globe. Another
The last year has seen us all sacrifice features everyone’s favourite
viewer commented: “Watching from
who worked closely
experiences like parties, festivals, travel or animal characters from the
alongside the local Abu Dhabi – I was supposed to
events but that hasn’t stopped people being original story with the addition
authorities, Newcastle be on a visit home in Newcastle so
creative in curating moments of joy. of Santa Clause.
City Council, to install glad I can still see it!” and another
safety barriers and a All the characters in the window expressed: “Watching from
20 foot wall to ensure a scenes have been individually Boston USA.”
8 Homegrown The Seriously Creative Issue 9
CREATIVE LOCAL HEROES
CREATIVE LOCAL HEROES 6.
CREATIVE LOCAL HEROES CRUFFIN TO
CREATIVE LOCAL HEROES WORRY ABOUT:
CREATIVE LOCAL HEROES CREATING A COMMUNITY
3.
Smoove & Turrell
THROUGH FOOD
The weekly Facebook If you’ve walked through the Ouseburn
Live sets that made
recently you might have wondered why
Friday nights the
place to be. there is always an enormous queue snaking
its way along the tow path. The culprits are
Northern Rye, artisan bakers and North East
foodie royalty.
Since opening the doors of their Ouseburn shop
in June 2020 they have amassed an army of loyal
4.
fans willing to brave all weathers in their pursuit of
breads, signature cruffins and freshly roasted coffee.
Glaswegian born Robbie Livingstone, owner of
Northern Rye, left a career in printing at the age
of 36 to pursue his dreams of opening his own at the Cook House down in the visiting since the first pop-up sharing our products and the
bakehouse. After graduating from the The School Ouseburn – we sold out that first days, one man was even there at reactions that they get. I love
of Artisan Food in 2017, Robbie began baking out weekend and from there I went the first event at the Cook House experimenting with new flavours
of his kitchen in Newcastle. on to do pop-ups all over the and has been a regular ever since. and ultimately, I just want to
North East and built up a bit of The hard work of Alice, and the make great products that people
Grayson Perry’s art club Thinking back to how it all started he remembers, a following. I ended up getting a rest of the team in the shop is a enjoy. Social media has definitely
“My partner went to university in Newcastle and unit in Byker to grow the business huge part of that, they make our helped us connect more with
Back for 2021, who doesn’t love when I was made redundant for the second time we
Grayson’s wonderful eclectic style after I got a letter from the customers part of the family, they our community and be able to
decided to relocate. I started creating in the kitchen take time to have a chat and get engage with them in a more
and eye for a great piece of art. council asking me to stop making
of our flat and got in touch with Anna Hedworth at to know them. It’s a world away meaningful way.”
so much noise early in the
the Cook House to see if I could get involved with from the image of
morning in the flat…!
Jesmond Food Market, it was already full of bakers
but she offered me the opportunity to run a pop-up “I eventually turned the unit
some surly hipster
serving in a It’s a world away from the
5. image of some surly hipster
into Northern Rye Bakery and Camden bakery.
spent a few years building up
Social media has
the business from there before
getting the shop in The Malings, certainly had a serving in Camden bakery
Ouseburn. I always wanted the part to play in the
Newcastle Eagles shop to be a place where people Northern Rye story. Robbie has
amassed over 16.5k followers
So what’s next for Northern Rye?
While Robbie is keen to expand
could come and buy their breads
Whilst a ban on sport on Instagram alone and despite the business in the future and
and pastries but that was also
could have set them having no formal training in digital potentially open a second UK
an experience and became part
back, they turned their marketing, has an eye for what site, for now he is he is happy to
of the community.”
brand new stadium works; “I run our Instagram page continue to nurture the success
into a vaccination Speaking about opening a new myself, and if you scroll back in of Northern Rye, developing his
centre and set a record premises in the middle of a the feed you will see it really is a skills and creating more and more
in December for the pandemic, Robbie is humble documentation of the business adventurous products. We’re
number of people about his success, “I really didn’t from the very start. I photograph hungry just thinking about it.
vaccinated in one day. know if it would work or not but our products, usually while they’re
the community really got behind cooling at the unit, and it’s great
us and supported us, it’s been to see people get excited over the Join the Northern Rye
overwhelming really. We have new flavours and planning their community at @northern.rye
customers who have been visits. We love seeing people
10 Homegrown The Seriously Creative Issue 11
creative local heroes
SHRINKING
a lot of time. I think having this
6.
year to invest in other means of
promotion has definitely been a
plus and something that will stand
THE WORLD:
me in good stead going forward.
“I’ve had to find creative ways
to launch new singles during
lockdown. Facebook Lives have
been great and they will definitely
be something that I will keep
going when we come out the
HOW PANDEMIC HELPED TO BRING other side of this. Hosting
digital events has been a new
THE NORTH EAST TO NASHVILLE
piece of learning for me, and I
wanted to make sure that it still
had the high production value
that people expect from artists.
A lot of people rushed to create
Not a lot of artists can say that 2020 was as breakout year for them, but British free events that didn’t look great,
country music star Tommy Atkins has never done things by the book. Following his and that combination undervalues
number 1 smash, Cinderella’s Had a Drink, and five consecutive top 5 singles in the what we do as performers.
U.K., New Zealand and Canada, the singer-songwriter released his first EP: Kiss Me, Digital events also meant that I
Cowboy at the start of lockdown in the UK. could perform with people from
all over the world, something
Last year, Tommy made mainstream, so I did this in Nashville for a couple of which simply wouldn’t be
history on country radio in for a few years. I started to years before I ever visited. possible on a live stage. I hope
the UK and Europe with hit appear at multi-songwriter I’m actually very used to that post-pandemic some of the
singles that featured openly performances and while I remote working, so the whole digital elements can be weaved
gay lyrics, and won the award was doing that and getting Zoom writing sessions aren’t into live shows so they become
for New Artist of the Year at various bits of feedback, it really a new thing for me. more accessible and open up
the Country Queer All-Star
now was the time for openly
dawned on me that now was It’s certainly helped having live events to a much wider
Poll, cementing his place at the time for openly gay lyrics a rolodex of people that I audience geographically too.
the front of the queer country
movement alongside industry
to come into country music
and for somebody to make
can turn to from my Nashville
community and, yes, ask if gay lyrics to come into country I’ve seen a lot of success in the
Asia-Pacific region this year,
heavyweights Brandy Clark,
Waylon Payne and Brandi
that happen. they want to write or work
together, but also ask for
music and for somebody to somewhere I certainly wouldn’t
have thought to tour, and that
make that happen.
“For the past few years
Carlile. We caught up with advice and over the last year has been down to having the
that has been my mission, to
Tommy to discuss how a that’s been invaluable. opportunity to play to a global
make my own music champion
lad from North Shields has audience online.”
LGBTQ+ people, but also the “The bigger adjustment for
continued to dominate
UK in country music. Our me was reaching my audience.
the country music charts
country scene is fairly new Touring has always been the
worldwide despite a ban on
and quite small in comparison tried-and-true method of Sitting 4040 miles away across the North Atlantic Ocean, it’s not immediately clear that
touring, the positives that he
to other countries so my main breaking into a new audience there are any similarities between the North East and Nashville, but Tommy thinks differently;
has taken from the last twelve
goal is to try and address that.” and without being able to “Growing up in a working-class environment is what county music is all about, for Tennessee
months and how Nashville
tour it was difficult to get its farms, for us it is mining, the shipyards – industry. We share a sense of community, and
and the North East are closer During his career, Tommy
people excited about me when you write about these things they completely translate into a shared experience. Look
than you might think. has spent significant time in
as a fairly new artist on the at anywhere where you have people carrying out repetitive work and you’ll find great music –
Nashville recording, playing
Tommy started writing songs scene but also about UK look at the car industry in Detroit, the work on an assembly line, that fed the R&B, Hip Hop
and making contacts in the
when he was 16, intending on country generally. and Soul sounds that we associate with the area today.”
music scene while still living
becoming a songwriter for
predominantly in the North “In lieu of being able to play Tommy hopes that the pandemic will leave us with a legacy of more meaningful stories in
other artists due to the lack
East. When the pandemic the gigs and festivals that I country music as artists have time to reflect and create, “maybe we’ll hear less songs about
of diversity in country music.
hit, that all stopped and had planned, I had doubled whiskey and women”, he jokes, “I think we’ll see more introspective music as artists think
Talking about his early career,
suddenly artists had to adapt about what they have missed in 2020. My next single is about finding balance, the world
he remembers, “I didn’t really down on radio promotion and
to a digital stage in order to slowing down and taking time to appreciate what’s important.”
see any openly gay artists press while brushing up on
stay relevant.
out there making country my digital skills so I could still
music, being accepted and “I had been writing and speak to my audience. Touring
having success in the recording music with people is amazing but it does take up Tommy Atkins next single is released in May 2021.
Find out more at www.tommyatkinsmusic.com
12 Homegrown The Seriously Creative Issue 13
creative local heroes
6. FINDING YOUR Born in Edinburgh, Laura is
a graduate of Northumbria
University and has lived in the
“It could have felt very, very odd”,
she admits. “We couldn’t play
composer (and King) Jeremy
working so hard to keep creating
opportunities for the future of
our industry, whatever that might
POSSIBLES
North East for many years, Bradfield’s music live because the look like.” When she’s not writing
developing a “gradual but show was being recorded, and and producing for the stage,
thumping love affair with the there was of course no audience. Laura swaps her normal attire for
region”. In her 20 years of We had to keep the energy levels a doctor’s coat and red nose,
making theatre she has gained a high, high enough to reach out transforming into her alter-ego
THE ROLE OF CREATIVITY IN TIMES
reputation for creating “punchy through the screen to the people Dr Lulu McDoo, one of the North
work with a serious sense of play”. watching at home. Meerkat Films East’s Clown Doctors for Tin Arts,
were so skilled - it was their job bringing joy to sick children on the
OF CRISIS WITH LAURA LINDOW
Talking about her work with
to capture not just the images wards of The Freeman and Great
Northern Stage, Laura said;
but the essence of what was North Children’s Hospital, using
“I wrote my first Christmas show
happening onstage, which they play and a little bit of silliness to
with Northern Stage five did brilliantly. Even though it was support them through what can be
years ago; creating work being filmed we wanted it to a traumatic and frightening time.
in this venue is such an keep its authenticity as a piece
honour and a privilege of theatre. You’ll notice there are “I live and breathe my work. It was
and this year was the no shortcuts, no cheating with important to me to keep going
most special yet.’ clearing the stage between shots – and keep creating during 2020.
we had people tripping over piles The first thing was the Clown
“When we had the
of socks in the final recording, but Doctoring because it was so
first conversations
that meant that you could really urgent to keep reaching those
(Director Mark Calvert,
travel with the actors and the children and their families. It wasn’t
collaborators Kitchen Zoo
characters through their story.” just that we were able to create
and myself), we didn’t
through lockdown, rather it felt
know what that show Writing isn’t the only thing that has essential to keep going in order to
was going to look like, kept Laura busy during lockdown, support people during this time.
we didn’t know how we she’s joined forces with other
were going to be able creatives in the North East to make “As Clown Doctors we work
to realise it together, sure that her community stays with children to whom the world
whether the show could connected and positive during feels strange and peculiar, even
be live or not. We all felt what has been an exceptionally impossible… but sometimes
very keenly the sense turbulent year for the industry impossible is the only thing that
of wanting to bring and freelance professionals. can possibly happen! Sometimes
some hope and joy - an the impossible is where the
opportunity to escape possible just gets going.
to the performance, and And this idea of hanging
to really reach people. Even though it was onto what’s possible fed
As a team it was also
important to honour the being filmed we wanted it into all of the other work
that we were producing.”
tradition for people who
make a Christmas show to keep its authenticity Thinking about the place
part of their festivities,
but it also gave us the
as a piece of theatre of creativity during the
pandemic, Laura ponders,
opportunity to create “It’s interesting because
a new tradition for when theatre and
“Alongside Zoe Cooper and Gez culture was getting an economic
audiences who maybe
Casey, I started the North East pummelling, people were
haven’t been part of
Playwrights Network. It was so automatically reaching for art.
that magic before.
important to try and maintain Through theatre you can reach
Looking at the numbers
those links between creatives out and help one another, keep
of children and families that the
Laura Lindow has a super power. She has been helping in the region, even if it was someone company through
show reached is just staggering.”
people to “hang on to their possibles” during the pandemic. just appearing as faces on one loneliness that they may be facing.”
With the show being recorded another’s screens, it gave us a
In the height of the pandemic and searching for a way to continue to and no audience present, the chance to reach out and check “Creativity exists in our lives every
reach communities through theatre, Laura wrote the Northern Stage production of the show was a in on each other. All sorts of day and stories are how we make
online Christmas show, The Emperor’s New Clothes. O’s creative totally different experience for companies and individuals really sense of the world; it addresses
director sat down with Laura, an award-winning theatre writer and Laura and the team, who are stepped up over the lockdown our human need to make sense of
director for a coffee and a natter about how theatre has changed used to feeding off a crowd. to produce incredible things, the space between the stars.”
over the pandemic, her very serious work as a Clown Doctor and
why creativity is more important now than ever.
14 Homegrown The Seriously Creative Issue 15
“
creative local heroes
I tried the London chef life, and it wasn’t
7. for me, I have always been and will always be
excited about the North East and everything
it has to offer. I remember working at my first
GETTING CREATIVE IN THE
job in a cafe, cooking proper food, it was
nothing fancy but it was one of the happiest
times in my life. For me it’s all about people
KITCHEN AND OBSESSED
and making them happy with great food.
WITH NEW IDEAS
Aidan, the owner of the well-loved us a chance to take a step back Why do you do what you do?
Aidan’s Kitchen in Sandyford, and think about what we could “Because I love food and people,
described this past year as one do differently. I imagine many capture your audience, and you
filled with experiences like no businesses have done the same can cook for anyone.” It has been
other, and not all bad. He’s kept and will come back from this great to see the industry get so
us entertained on social media with loads of new ideas. creative and collaborative over
and showed us all how to take the last year, and I really hope
I’m so passionate about baking
lockdown in our stride. Despite that continues. The North East is
and have really enjoyed making
being a relatively young an amazing place and I’ve loved
this a big part of our offering
business owner and the business sharing the experiences of the last
over the last year, who knew
not trading for that long, the year with so many other business
everyone would get so crazy
pandemic gave Aidan and his owners who have been so
about cake in 2020? We also
team the chance to get even incredibly supportive and open.
tested out different menus with
more creative in the kitchen.
our customers, some more “I always get comments
successful than others. about my social media posts,
with lots of people finding them
I got to experiment a “The last year has
shown me that whilst
entertaining, I’m passionate and
vocal and so there is no holding
lot more and I completely experimenting is great and
a lot of fun, that it’s never
back. I’m a Washington lad that
fell in love with food all been so important to
listen to feedback. Our
loves to see local businesses
doing well. I know some of my
over again customers love our brunch
menu and miss dishes
tweets and posts provide some
entertainment, but I also hope it
shows that business owners are
if we swap them out for
people too and it’s been a hellish
something new, we need
As well as proving to be a year, we’re all learning as we go
to make sure after all of this, we
master baker throughout and couldn’t have planned for any
stay true to who we are, what we
lockdown, the team tried lots of this. I can’t wait for the doors
do well and what people love.”
of new menu ideas, from burger to reopen, for the outside tables
nights to gift hampers, afternoon His love for the business and to be filled with empty plates and
teas and even dabbled in the region is filled with passion, happy customers, and to spend
cocktails. from Sandyford’s location to the time with the team, the people
extraordinary array of characters that make Aidan’s what it is and
“I found that during lockdown,
that cross the doors at make me feel so proud.”
and being back in the kitchen
more, I got to experiment a lot Aidan’s Kitchen.
more and I completely fell in “I love watching people go by
love with food all over again. and seeing the variety of culture
I became obsessed with exploring in the North East, we have so
new ideas.” many different kinds of people
“I think it’s great to have the visiting us, and I love that. We
time to explore new things, it’s want to keep building the Aidan’s
definitely more difficult to do Kitchen community and who
when you’re running a busy knows, we may even try to do that
business. The pandemic gave in other cities too in the future?”
16 Homegrown The Seriously Creative Issue 17
creative local heroes
NE1 AND
What was your most bars and cook-a-longs from social cohesion and to
8.
liked post of 2020? restaurants too. Because of this, ensure these businesses remain
there is always something for us supported, we’ve often lobbied
We reposted a snowy
to shout about and we’re proud Government for support and
image of the Tyne
to have been able to offer a used our platforms to highlight
EVERYONE
Bridge taken by a
voice for businesses and use the plight of the industry.
local photographer and
our platforms to shine a light on
it absolutely exploded. What do you think the people of
the innovative ways they have
There’s some amazing Newcastle have missed the most?
operated throughout lockdown!
photographic talent in
Geordies are extremely friendly
the region, and we try How has the hospitality
folk and we know that the lack of
our best to use our community reacted?
social interaction has been hard
platform to showcase
It’s no secret that the
their work as well as our
hospitality sector has been
own organic content. It’s
nice to support people.
hit hard as a result of the businesses have displayed
their creativity, resilience
pandemic but the way
You’ve kept us all businesses have displayed
updated and excited
to get back to normal
their creativity, resilience and
adaptability has allowed and adaptability
life. What’s your many to still trade in some
favourite thing to do form. Restaurants and bars for so many. People have been
in Newcastle? have reshaped and the average looking forward to getting back
takeaway has been turned on to experiencing Newcastle as the
We’re all big foodies so
its head. We’ve seen DIY kits, diverse hive of activity that we’re
our absolute favourite
premade cocktails, treat boxes, all used to. A chat on the Metro,
thing to do is eat out
‘at home’ menus, pancake batter a hello in the street and the
and try new places.
in a bag and all the secrets to opening of doors to businesses
The thing we love most
During lockdown, the NE1 social channels iconic recipes from a whole host we’ve missed so much over the
about Newcastle’s
have been on fire, helping us all to stay of restaurants across the city! past year.
food and drink scene
connected to the city we love. We caught is the vibrant choice of For nightlife, things have
up with them to find out what their followers independent venues been challenging the
have loved this year. and the sheer variety of say the least but we’re
cuisines to choose from. confident that once we
Our post-lockdown night are able to, Newcastle’s
out looks like; WC for nightlife will return to
a glass of wine, Route give the city its unique
for dinner, followed by vibrancy and remain
a trip to Horticulture’s outside renowned across the
What’s been your most popular making plans to visit in the future, it makes
terrace for one (or two) of their world. The tough time
social theme? what we do worthwhile.
iconic Espresso Martinis. Maybe a away from our beloved
It has varied but it is obvious to us that Have you found more people are Greggs chicken bake for the night-time venues has
everyone has missed days out in the celebrating the city and region through journey home – who knows! definitely highlighted the
city centre! We’ve spent a lot of time social and looking forward to get back? myriad of choice that
How have you managed to keep
highlighting the ways in which businesses the city has for cocktails,
100%. There has definitely been an your socials alive when the city
have creatively adjusted how they operate dancing, late-night spots
element of not knowing what you’ve got has been in lockdown?
and our followers have always engaged and is something that
well with new ways to enjoy the city from until it’s gone and it is clear that people The whole world has been will never be taken for
home. When lockdown was first introduced, have been desperate to get back to making spending a lot of time online at granted again!
we even introduced our own ‘Hack your the most out of the city. After an extremely the moment, and businesses have
challenging year for businesses of all kinds, The night-time economy in
Isolation’ series, a handy diary of online done a remarkable job adapting
the city is a vital driver for
events from across the city to entertain the love and support shared across social their offer. Cultural venues
in the weeks ahead. media has been wonderful to witness and across the city have delivered
be part of. We’ve often encouraged our virtual tours, socially-distanced
News of new openings always go down
followers to like, share and leave positive performances, online resources
well with our followers too. Quayside
restaurant Khai Khai, Bigg Market newbie reviews for city-centre businesses that they and roundups of exhibitions past Newcastle is raring to go and there are hugely
Meat:Stack, and iconic and long-awaited miss – it’s little things like this that offer and present! We’ve seen live exciting plans in the pipeline to make sure that
a boost and make all the difference to streams from nightclubs, we can all enjoy a safe, welcoming and spirited
Hard Rock Cafe to name a few, announced
business owners and the staff who have cocktail masterclasses from
their new ventures in 2020 which made summer in the city!
a real splash on our socials. It’s great for been itching to get back to doing what
us to see people tagging their friends and they do best.
18 Homegrown The Seriously Creative Issue 19THE YEAR WE
Kari Owers – O founder Mick Howard – managing
Creativity to me is about never director, Clearly Drinks
standing still, having that hunger The reduction in travel over the
Charlie Nettle – AV Dawson and
founder of ‘This is Marketing’
GOT CREATIVE
to learn something new and past year, has offered more time
explore what you could do with it. to focus on the strategic direction I’ve finally got into a better routine
With my commute disappeared of the business, and to accelerate around exercise, having struggled for a
and more time at home, I have a number of key initiatives and long time to do any exercise in the week.
filled my spare hours the last year investments in our people, My wife has also started running, so we’re
with learning. I love to learn new brands, ESG commitments and able to do that together, which gives us a little
Meditation apps, fitness crazes, daily walks, things – whether it’s a practical our manufacturing capabilities. ‘adult time’ (albeit we don’t chat that much while we’re
skill or an inspirational talk from a That’s the work stuff. running as we’re usually both struggling for breath!).
long baths – are the new habits we’ve formed
in lockdown making us more connected to leader. My favourite app has been On the personal front, a bit of I’ve also found time to kick off a social good marketing
The Do. Lectures which hosts a running, cooking, and humour initiative that I’ve been keen to launch for a while – ‘This is
our creative brain?
whole heap of inspirational talks has helped me remain positive Marketing’, which is about getting the profession to be
Creativity is a muscle, just as it needs exercised to get from entrepreneurs about topics and motivated. Listening to, better recognised and valued. I now play the piano pretty
better it also needs to relax to recover and stay resilient. like creative thinking, scaling and supporting family, friends, much every day, which is really helping me to improve at a
The rise in the wellbeing industry saw millions of a business or unlocking your and team members has been much faster pace than previously, its also something I really
people do PE with Joe in their living rooms, download purpose. Each speaker has a really constantly front of mind; I believe enjoy doing for relaxation. I did have a period where I was
a meditation app or pound the pavements from Couch engaging style and its helped that you reap what you sow. It’s trying to meditate but I haven’t cracked the relaxing to
to 5k during lockdown. fuel lots of creative not so much about putting on a that level yet!
ideas for my brave face – more like instilling
However you look at it, the slowdown of the daily grind own business. belief, and positivity, when others
and spending more time at home has seen a boom in
creative hobbies and past-times.
are feeling at their lowest.
Lauren Regan – creative director, O
Right at the start of lockdown most creative when I’m
We asked our team and clients what creativity means to
them, and what creative habits they’ve formed in the last
John Beattie – Learning and I made a conscious effort to moving, getting a dog in
year, and here’s their tips:
participation manager, punctuate the beginning and the middle of lockdown has
Seven Stories – National end of the workday by doing certainly forced me to take
Centre for Children’s Books something creative, which time to get fresh air, clear my
didn’t involve looking at a head and be able to creatively
Andrea Dromard – Michele Gettins – CMO iamproperty As a member of the Seven Stories
team, it won’t be a surprise that
screen. The thing I’ve enjoyed tackle problems – there’s
account executive, O I’ve definitely been doing Wicks during lockdown I love reading! With the extra time
most is practicing piano
and really pushing myself to
nothing quite as “motivating”
than a 5 stone dog to get you
During lockdown I’ve become more walking, both on my and home-schooling which available through lockdowns, improve week on week. I love away from your desk.
obsessed with Pinterest. I’m a own, with friends (when helped us all to get off to I’ve been able to make a habit of being outside and am at my
very visual person and I enjoy allowed) and with my a great start, get the reading books I’ve had on my
family. It’s helped us endorphins flowing and to-be-read pile for ages! I’ve also
channelling my creativity into
Pinterest boards. My favourite appreciated the open motivate us to have a been staying in touch with friends Charlotte Campbell – Director of
Pinterest section at the moment spaces and fresh air we positive and creative day…. by trying new hobbies in our fundraising and operations
is tablescapes, I love the creative have around us every day. So fresh air, walking and “hobby club”. In this weekly Over the last year I have used much of my gained time to
process of designing I live near the beach and Joe Wicks have helped! catch-up, we take it in turns to continue to renovate my home, learning new skills and spending
an aesthetically have always drawn calm lead a virtual workshop based more time than I care to calculate holding a paint brush in my
At iamproperty we’ve also
pleasing tablecape. and inspiration from the around a new hobby. So far, we’ve hand! Working from home and the world slowing down has also
had a number of physical
It’s all about combining sea, which definitely ‘mastered’ life drawing, making allowed me to spend more time trying new recipes and walking -
challenges the most recent
different colours, connects me more with cakes and bird feeders, learning I have never appreciated living by the sea as much as I have in
one March for March
textures, patterns, and my creative brain. I have to dance and even making the last 12 months.
which encouraged the
materials to create the best ideas talking to espresso martinis!
whole business to get
something harmonious myself as I walk out in the
out and exercise in aid
and beautiful. It really fresh air and just having
of our chosen charity
time and space to think.
helps calm my mind
as I’m visualising the It helps the mood too.
Changing Lives. Kerry Leng – Head of Marketing and Communications at Nexus
Challenges like this give
bigger picture, but the most fun As a family we all did Joe
that extra push to make As a family we love to go to new day I decided to take a couple actually paying attention to the
part is selecting all the smaller sure I do get out every day places. Weekends and holidays of sketchbooks out with us. I detail. I found I was seeing the
elements that make up the bigger and do something even if are usually filled with getting out haven’t drawn in years and the local landscape so much more
picture. Some people have taken it’s just a walk around the and about, seeing new things. kids initially rolled their eyes, of clearly and it made me want to
up jigsaws during lockdown but block for 15 mins. Lockdown has stopped us doing
I prefer tablescaping. course. But do you know what, create more. Taking that one
that and our world has become drawing makes you see the world creative step made me happier
very, very local. in front of you differently. I found and feel more fulfilled. And it got
Our local walking routes started that I started to appreciate our the kids out of their bedrooms
to become a bit tiresome until one local area much more once I was and off their phones too – result!
20 Homegrown The Seriously Creative Issue 21AGENCY
Feeling ready for a reset? Why not book one of our
Seriously Creative Strategy days to define your post
pandemic purpose, re-engage your workforce and
craft a customer message fit for the future?
We’ll help you fine tune your channel strategy to
communicate more meaningful messages in the right places,
saving you time and maximising your marketing budget.
Then we’ll show you how to upgrade your measurement
and develop your team to learn the skills they need to take
your communications to the next level.
Let’s get seriously creative together…
it’s a day you’ll never regret.
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t 0191 232 5690 E letstalk@o.agency
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