Manchester based design agency Dinosaur have created 5 new video idents to mark The Co-operative’s sponsorship of the British Music Experience exhibition at the O2 arena, London, which launched to the public earlier this month.

Responding to a brief which saw The Co-operative seeking to engage with a younger audience demographic as part of their commitment to inspiring and educating young people across the country; the creative provides a humorous, take on our Nation’s key export – the British Music Industry.

Screened at the O2 as well as across print and outdoor, it shows a series of five stories featuring musical characters, the Superfans going about their daily shop; their experience being a source of bemusement and delight to other shoppers and shop assistants; with the aim of grabbing the attention of a young, hip audience.

Mark Beaumont, founder and Creative Director of Dinosaur says,

‘The creative generated a great response down in London at the launch event earlier this month. We are delighted to have been given this opportunity to represent The Co-operative’s partnership with the British Music Experience. For us it has been almost a dream project to work on – the task of engaging with a much younger audience has driven us back to the drawing board, and challenged us to look again at the creative process from scratch; allowing us to work with one of our key clients in an entirely new way. The results speak for themselves and show how much fun we’ve had through the process!”

Liz Matkin, Head of Sponsorship The Co-operative says,

‘We’re really excited about this new partnership with the British Music Experience, it aligns with our commitment to inspiring young people and creates excellent opportunities for us to engage a younger audience with our brand.’

The videos are available to watch on You Tube. To view them, visit the new work section on “http://www.dinosaur.co.uk”

ENDS

For further information and photography, please contact Caroline Ashworth on caroline@dinosaur.co.uk , 0161 831 0831, twitter.com/carolindinosaur

Editor’s notes

1. Dinosaur – The Landmark Building, 21 Back Turner St , Manchester, M1 4FR. www.dinosaur.co.uk, 0161 831 0831.

2. Dinosaur represents clients across industries including food and beverage, leisure, sport, fashion, entertainment and culture. Dinosaur’s client list includes The Co-operative, and others such as Adidas, Argent, Biocentre, Cityco, Pets at Home, Realm, Reebok and Ryman.

3. Dinosaur is an award winning agency established in 1997 by Mark Beaumont, who is also the company’s Creative Director.

4. Dinosaur recently won awards for Best Use of Photography and Best Art Direction at the Roses Awards 2010 (Client: Pets at Home, Project: Groom Room). They also collected awards for Best Consumer Ad, Best Packaging Design & POS, and Best Window Display ad at the Chip Shop Awards 2010.

5. The Co-operative Food is the fifth largest food retailer, following the acquisition of the Somerfield supermarket chain in March 2009. The Co-operative stands apart from other major retailers in the UK as a business which is owned, not by a small group of shareholders, but by more than five million consumers. With core interests in food, financial services, travel, pharmacy, funerals and farms, it has an annual turnover of £14 billion, employs 123,000 staff and operates over 5,000 retail trading outlets handling more than 20 million weekly transactions. For more information about The Co-operative please visit www.co-operative.co.uk

6. The British Music Experience (BME) is the definitive, geographical home of British music, based at the heart of The O2 – the World’s most successful venue. The BME aims to advance education in the history, science and culture of British popular music.

The experience combines cutting edge audio-visual technology with music memorabilia and the only exhibition where content and member recordings can be selected and kept. Exhibits include iconic pieces like David Bowie’s Ziggy Stardust costume and Noel Gallagher’s Union Jack guitar.

An interactive education programme involving a range of workshops, lectures, master classes and concerts aims to help teachers raise standards in schools. Classes have included included lessons from Jeff Beck and Stone roses/Radiohead producer John Leckie. For more information please visit www.britishmusicexperience.com