Campaign strategy, print & digital Collateral

Celebrating differences and inspiring young locals by building a powerful sense of belonging through creative expression. Along with bringing neighboring communities together over the shared challenges of living in isolation, it simultaneously provides tertiary education and career opportunities beyond traditional rural working conditions.

fairfax youth festival

Produce an effective campaign strategy to promote the 2023 Fairfax Youth Festival based around the theme “Back to Normality”. Design a flexible call out strategy highlighting the main performance piece – In Full Voice.

brief

In Full Voice campaign explores the idea of feeling “boxed in” and isolated in rural parts of Australia. Utilising a number of interactive guerrilla-marketing activations, promoting communication and connection through audience participation.

Featuring a large-scale 9x9 cubed interactive puzzle installation where users rotate the blocks to solve the overarching visual which promotes different aspects of the festival and ways to get involved. Supported by
a pop-up photobooth gallery where locals are to take photos, write their creative-confession and stick it on the surrounding wall space to generate a sense of connection and comradery.

Traditional print advertising in the form of large scale fly-posters is showcased upon shop fronts, old grain silos and bare building walls. Along with a digital activation utilising geographically-targeted ads to boost tourism and a strong social presence on Instagram, Facebook and Tiktok to provide a platform users can return back to and engage with throughout the launch.

The creative direction is clean, digestible and highly engaging, focusing on raw, emotive photography of the local community. Hand drawn illustrative brand elements and typography reinforce the idea of humanization and connection.

Grayscale imagery with grainy film textures complimented by subtle brand colours represent the contrast around traditional expectations within rural societies versus the untapped creative opportunities available for young people - provoking the question of progression and setting our future generations up for success. Simple but effective messaging makes for an accessible and cohesive campaign, while utilises a QR code method to connect online communities, platforms and apps promoting how you can get involved.