The C word is misunderstood.
The C word is a work of art.
The C word is cutting edge.
The C word is passed down from generation to generation.
The C word is desireable
The C word is unique.
I'm fairly bursting with things to share with you that I didn't get to post on Extreme Craft during my unintended hiatus. At the top of the list is writing about a campaign by craftscotland, an outgrowth of the Scottish Arts Council.
This one minute short is just one of the efforts by craftscotland's new CEO, Emma Walker, to build awareness of craft in Scotland. The spicy ad campaign, entitled "The C Word" has been rapturously received by the public in the UK, as it has been spread through television airings, as a trailer before movies, and of course, virally.
They do things different in Scotland...at least craftscotland does. Craftscotland is sneaking their message into as many places as possible, including placing Scottish craft onto movie sets, commercials and other unlikely (but highly visible) venues. The organization understands that craft has a brilliant history in Scotland, but it also occupies a significant place in contemporary culture. By calling the campaign "The C Word", craftscotland is commenting on the fact that until recently, many artists and craftspeople cringed when they heard the word. In the United States, prominent museums and learning institutions dropped the name "craft" from their names, just when a major craft resurgence was brewing. I would suspect that the term "craft" had similar associations in Scotland.
Just as gay rights activists reclaimed the "Q" word and African-Americans tried reclaiming the "N" word, craftscotland is bringing together generations of makers and a new generation of eco-conscious consumer, rallying them around "the C word". I certainly didn't need a government organization to empower and legitimize me, but it's interesting to see the suits taking notice.
I live in an area where handmade is more than a marketing ploy--it's a way of life. People all over the world are discovering that the C word is above all....sexy.