Designing the Backyard Festival Campaign
Designing the Backyard Festival Campaign
June 10, 2008 - 7:00pm
When Jeff came to us with the idea of the Backyard Festival we were immediately keen to take the project on. What a cool concept to have a music festival—which we associate with large venues—in backyards across the nation. It seemed like the perfect opportunity to come up with an unusual campaign that would intrigue people of all backgrounds and musical taste. The goal of the campaign, to pressure elected officials into implementing carbon taxes in Canada, was also one we felt was worthwhile and timely.
The campaign's hub is this website so we devised a series of posters to let people know about it and the event. We decided to focus on the unique juxtaposition of festival and backyard to illustrate the concepts of empowerment, diversity and potential the Festival seeks to embody. We envisioned it as a festival that comes to you rather than one you go to. An event that can be scaled to whatever best fits your environment. The oversized 3D foam letters became visitors with their own personalities and behaviours populating the various venues. We've grown rather fond of the letters. We hope they'll inspire you to become involved with this great project and to be a part of real change.
Isabelle Swiderski
Creative Director, Seven25. Design & Typography.
