Introduction
Canberra’s annual Enlighten Festival is a two-week celebration of culture and creativity. But the festival brand lacked a cohesive look, feel and story. With a series of both free and ticketed sub-events held in separate locations across the city, this lack of cohesion was causing confusion as to what the festival was all about.
01.-
The Challenge
Faulty wiring.
NATION saw the opportunity to develop a strong overarching creative concept that could accurately communicate the complete Enlighten experience to increase public awareness and drive higher levels of engagement.
02.-
Strategic Creativity Delivered
Looped-in lighting.
Our creative response paired the theme of the festival name with the vibrancy of its events to create a playfully chaotic neon-lit world, delivering immediate visual impact with its carnival-like feel. We recombined the graphic elements in new ways to tell individual sub-event stories while leaving room for the festival to evolve into the future.
03.-
Success
Let there be light.
The launch campaign built appeal for the event and drove engagement amongst target audiences. Interstate respondents’ interest in visiting Canberra for the festival increased from 45% to almost 80%. Furthermore, the campaign successfully expanded perceptions of the festival, ensuring attendees were understood Enlighten is made up of multiple events and encouraged attendance across the program. Visit Canberra continue to engage NATION to leverage this distinctive, ownable look and feel to build event awareness and drive attendance in four consecutive years, and have also extended the creative to help communicate a range of evolving COVID-19 safety messages.
