Online Marketing Campaign

In order to diversify the Freedom Festival project it’s important to create a wide and varied online ad campaign to further reinforce brand identity and push the event forward for more people to hear about it, from not the immediate area but from a global standpoint as well. Online advertisements will also increase the traffic to your website which will then engage people with the specific details of the event making your brand visible to many more potential customers than before.

Digital Ads

By creating digital ads they give you a space you can utilise to develop the brands tone of voice and how the company wants to be perceived by the public. It can make you seem more authentic to consumers and almost create a parasocial relationship with them where they think they know the brand management personally. For these poster ads I wanted to keep the text minimal but when it is used it’s punchy and gives the right message to the viewer straight away. I chose various catchphrases that the Freedom Festival currently use that I thought would align best with what the festival is about, for example “Wonder, Imagine, Explore” which uses power of three to make a really impactful statement which indicates that this festival is more than just performance and music but it’ a way to connect.

I tried to keep the house style and colour palate consistent throughout each of the adverts so the public will recognise instantly that its advertising the Freedom Festival and not for something else. I used a lot of of the bright pink/red as I drew this colour from an image taken at the festival where that colour was seen frequently as it may have been a big part of the lighting set up. I also tried to design posters that’d accurately represent the festival during the day as well as the night by having a lot of them with in darker themes with a night sky background as well as the light sky ones.

I tried to include at least one image of the arrow within the ads to either add interest to the page, direct the viewers eye to a specific spot or just to reinforce the brand identity. I also erased parts of the arrow to make them look more integrated with the background photo and as if that world is interacting with them at that moment.

Here I created two vertical digital ads which allowed me to use more space across the page for text as the space wasn’t taken up by the main object of an image. I wanted to further the idea of the arrangement of the arrows by placing them in different colours to direct the eye to the “Imagine, Wonder, Explore2 tagline. As this phrase was claiming big expectations for what the event would be like I thought it was appropriate to pair the text with a large image that encompasses a big section of the festival with flashing lights making it look very impressive.

In this vertical ad I used the highlighted the imagery of the L’homme Debout, that directly translates to the standing man, and outlined the shape of it in the same neon sign style I had used for the arrows in order to use it as a sort of drop shadow to tie the aesthetic back into the poster.

For the ads I created representing the daytime events I wanted to highlight the extremities and impressiveness of the acts/performances that would take place to push the narrative of how this festival breaks the norm whilst celebrating it. I, again, tried to make it appear as if the text is interacting with the performance by having the man jump through the words “Freedom Festival”, as if he himself is breaking apart the standards that are set in place.

Here is the second part to the advert that can be used by itself or in conjunction with the one above. I also tried to incorporate the text with the environment surrounding it but in a graffiti style this time to link back to the initial re-brand identity.

Ticket advertisement

For the ticketing process I wanted to create a conceptual piece of merchandise that has the physical function of allowing you access into the event but also to inform performers or sellers which may be bound by age/time restrictions which specific ticket you had purchased just by showing your wrist. The glow in the dark wristband design is also a simple concept that has been around for a long time and may have nostalgia factor for both children and adults as well as the bright glowing colours relating to the neon sign iconography within the campaign. I also added on arrow charms/tags onto the wristbands that could either be seen as a collectors item or just a way for people to customise them and make them into something that they’d want to keep in the future. These arrows also draw the eyes to the word “ticket” as well as the below infographic which displays the colour key.

Freedom Festival Programme

As there are so many events, acts, performances and things you just might not want to miss out on I designed a quick and easy to use programme highlights all the events that are available to look at and experience. This could improve the way potential visitors navigate the festival as well as just the overall user experience of the festival as it could become overwhelming trying to find out what to look at at which time.