The news brand teams up Camelot and leading British arts figures to support British businesses.
The two-week editorial and marketing campaign aims to galvanise the public to support British businesses in the run-up to Christmas, with the hope of helping a range of different sectors, from automotive to food and drink.
On the launch of the campaign, the prime minister commented: “It’s fantastic that the Daily Express is encouraging us all to spread that festive cheer around UK producers, growers, manufacturers and retailers by buying Brilliantly British this December.”
It kicks off with a search for the most Brilliantly British photograph, a competition to find a positive image that captures a modern, inclusive Britain in 2020.
The winning photograph will be displayed in the V&A and printed in the Daily Express and eight regional titles, including the Manchester Evening News, Liverpool Echo and Birmingham Mail.
The Brilliantly British photograph is open to amateur photographers up and down the country. Entries can be shot on anything from a camera phone to the latest Canon, the winning photographer will win the latest iPhone 12 Pro.
The judging panel will consist of industry experts and household names from the arts:
- Actress and fashion icon Twiggy
- V&A Director Tristram Hunt
- The Young Vic’s Artistic Director Kwame Kwei-Armah
- Star of stage and screen Shobna Gulati
- Award-winning Fleet Street photographer Mike Moore
- Daily Express Editor Gary Jones
- Express Digital Arts Editor Stefan Kyriazis.
Camelot UK Lotteries Limited, the licensed operator of The National Lottery® is the headline partner for Brilliantly British. It will benefit from branded collateral around the editorial content for the duration of the 14-day Express editorial and marketing initiative.
Express Editor-in-Chief Gary Jones said: “Let’s celebrate and support a modern Britain. We’re delighted to be working with Camelot as well as launching a search for the Brilliantly British Photograph. The very best photographs bring an intense emotional reaction – and that’s what we’re hoping the winning Brilliantly British image will successfully convey.”
Lead judge Twiggy said: “I have been involved with the arts all my adult life, both on camera and behind it, and have worked with some of the greatest photographers in the world. After a year like 2020, we need art more than ever, it offers hope and gives a voice to those who need one most. When the Express asked me to be a judge on the Brilliantly British Photography panel, I was thrilled to be involved.”
The competition launches on 2 December 2020 and entries close on 2 January 2021. A winner will be announced on 15 January 2021, with the photograph displayed in the V&A the following week, alongside some of the biggest names in photography.