| D&AD Awards 2018 | ||
|---|---|---|
| Branding | Campaign Branding & Identity | Wood Pencil |
| Spikes Asia 2018 | ||
| Design | Rebrand / Refresh of an Existing Brand | Silver Spike |
Melbourne Fringe Festival Rebrand
Agency: J. Walter Thompson Melbourne
Client: Melbourne Fringe Festival
Advertising Agency: J. Walter Thompson Melbourne
Design Agency: J. Walter Thompson Melbourne
Production Company: J. Walter Thompson Melbourne
Client MELBOURNE FRINGE FESTIVAL
Product/Service MELBOURNE FRINGE FESTIVAL
Entrant MELBOURNE FRINGE FESTIVAL, AUSTRALIA
Idea Creation J. WALTER THOMPSON Melbourne, AUSTRALIA
Kieran Antill J. Walter Thompson Melbourne Executive Creative Director
Jess Lilley J. Walter Thompson Melbourne Creative Director
Jim Walsh J. Walter Thompson Melbourne Creative Director
Ander Hernando J. Walter Thompson Melbourne Head of Integrated Design
The Campaign
Idea: Everything is art (for 2.5 weeks). A new positioning and a whole new design language that put the artists at the centre of it all – we called it art-vertising and embraced the unexplainable. Anything and everything became our advertising canvas. This positioning not only defined the date on the calendar (which is key to drive sales) but it granted absolute permission for the artists and audiences alike to accept the madness. The campaign asked the city of Melbourne to embrace our anything goes attitude for the duration of the festival - exactly 2.5 weeks. Viva the great art democracy! Audience: 361,000 64% Female, 31% Male, 2% Other Target age: 25 - 59 yrs Focus on diversity across ability, race, gender, age and sexuality.
Creative Execution
Photography: We photographed 56 artists to use across all Festival collateral. From festival guides, website, annual reports, signage, tickets and advertising. Design and Layout: The colour palette was selected to be the other side of normal while still being well designed. The logo-type was pushed, pulled and stretched and a grid system was created allowing the logo to move all over the page or even be cropped while retaining a considered structure. Materials: From coffee cups, to undies and to more traditional advertising spaces like shirts, street posters and billboards - anything was up for grabs across the 2.5weeks and at any of the 449 events across Melbourne.
Indication Of How Successful The Outcome Was In The Market
Economic Impact on the city $14, 030, 465 Money Spent at Box Office $1,399,485 Audience attendance up 7% (YOY) Social media reach 1,128,794