Adelaide Festival Corporation

For the first time in its history, the Festival chose one agency to create their complete brand experience

The Adelaide Festival of Arts was founded in 1960 and is one of the world's great arts festivals.

festival.fusion.com.au

Challenge  The Artistic Director of the 2008 Adelaide Bank Festival of Arts presented concept renders of a commissioned 3D object and it was our job to bring it to life.

Solution  Our response was to create intrigue by representing it as realistically as possible but in a neutral environment. A campaign line “what are you seeing?” was created to empathise with the target audience and to add to the intrigue.

Result  Ornamental headline typography was developed to link the object across multiple communication platforms.
Challenge  The website needed to accurately represent the artistic community while maintaining a consistent brand image.

Solution  We created a website that Festival staff were able to manage in-house, ensuring that content remained dynamic and relevant throughout the Festival. A blog provides the arts community with the opportunity to interact and communicate with each other, and the public can purchase and pay for tickets for Festival events online.

Result  Online ticket sales exceeded initial expectations, with a significant increase over the previous event. Feedback from public users revealed a website that was easy to use, as it made shows findable through multiple methods.
Challenge  Apply the ornamental headline typography created for the campaign across a variety of mediums.

Solution  The Festival branding was rolled out across multiple public sites from the Festival Centre to bus shelters and trams.

Result  Increased awareness of the Festival throughout Adelaide.
Challenge  To expand the Festival's brand to a TVC promoting the most popular shows on offer.

Solution  We created a suite of three TVC's that promote the wide offering of shows available, while maintaining and enhancing the brand.

Result  The TVC's ran throughout the Festival on a rotating basis, ensuring that the content remained fresh in the eyes of the audience. The call to action to visit the website further drove online sales.

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