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Wales Week is an annual event in London that promotes Welsh culture, business, sport, tourism, food and drink in a series of events that take place over a fortnight around St David’s Day. In collaboration with Wales Week, we created ‘Creative Fuel’ – a campaign to highlight Wales’ high profile and diverse creative industries.
Gone are the days when Wales was only known for its coal mining. Today, Wales is an established key player in a myriad of creative sectors worldwide, yet research tells us people’s perceptions are outdated.
‘Creative Fuel’ was created to break down the long-held stereotypes through a series of historical images of working Welsh mines contrasted with Wales’ new industrial lifeblood – creativity.