2008 Winners
Winner: Karolina Raczynski - Central Saint Martins College of Art & Design
2nd Place: Katie Ramsdale - Cleveland College of Art & Design
3nd Place: Zanny Mellor - University of the West of England
Karolina Raczynski - middle, Katie Ramsdale - right, Zanny Mellor - left
LONDON STUDENT WINS INTERNATIONAL ADVERTISING COMMISSION
A Graphic Design Illustration student at Central Saint Martins College of Art & Design has won a high profile national art competition and will now see their work used in an international advertising campaign for Lloyds TSB Commercial Finance.
21 year-old Karolina Raczynski from South London won the national final of ´The Art of Nurture´, an innovative arts initiative developed by the asset based lending (ABL) division of Lloyds TSB to help talented students develop a commercial career.
Karolina won the London heat of the competition the previous week and went head-to-head with 17 other regional winners at the national final of ´The Art of Nurture´.
Her artwork will now be used in a campaign to raise awareness of Commercial Finance´s international network of offices and range of ABL facilities.
Karolina received £5,000 for herself, £5,000 for her college and has the opportunity to take up a work placement with a top London advertising agency.
Second place was secured by Katie Ramsdale from Cleveland College of Art & Design who won £2,000 for herself and the same amount for her college.
Third place and a prize of £1,000 for her and her college went to Zanny Mellor who studies at the University of the West of England.
Submissions from across the country were judged by a panel that included Peter Tullin, National Account Director, Arts & Business, Johanna Tomas-Corr, journalist with City AM, Derek Brazell from The Association of Illustrators, Ted Ettershank, Managing Director, Lloyds TSB Commercial Finance, Ian Byers, Marketing Director, Lloyds TSB Commercial Finance and Lucian Camp, Director, Tangible Financial.
´The Art of Nurture´ competition has been developed by Commercial Finance and is supported by
Arts & Business, the national charity dedicated to encouraging new and sustainable arts and business relationships.
Last year´s inaugural contest was a runaway success. The marketing campaign which featured work by the 2007 national winner Zara Picken, an illustration student from the University of the West of England, helped to generate a 40 per cent uplift in new client numbers for Commercial Finance.
The strategy also played a pivotal role in the funder being ranked number one in the ABL industry for awareness and service quality amongst advisors.
Karolina said: "I´m absolutely delighted to win this competition - it´s not every day a student gets to see their artwork being used in an advertising campaign for a major financial organisation".
"It´s fantastic that my work was selected ahead of other quality pieces from across the UK. Winning ‘The Art of Nurture´ is going to give my career in commercial art a huge boost."
Ted Ettershank, managing director of Lloyds TSB Commercial Finance, said: "The quality of the entries we received this year was truly outstanding but Karolina´s work really stood out as a clear winner.
"The visuals used by our marketing campaigns are designed to support specific messages regarding our skills and expertise".
"Karolina´s winning piece illustrates, in a creative and interesting way, our financial solutions and approach to the market".
"She interpreted the brief accurately and delivered a truly impressive piece of work, worthy of use in a major campaign".
"This approach and commitment will stand Karolina in good stead at the national final and throughout her commercial career."
