Challenge
Create, develop and brand an event to attract dance music fans across Europe.
Idea
The 3 night, 9 club, 10 DJ event featured artists like Basement Jaxx and was jointly promoted with MTV. To brand the event we created a ‘footprint identity’ based on a trainer sole.
We used the identity as the key visual in Guerilla and Ambient advertising campaigns. The posters were shot around East & West Berlin on 35mm with an intentionally minimal fly poster ‘look & feel’. The identity was so ‘street’ it was even applied onto them by teams of students armed with spray cans and trainer identity stencils.
vN Services
Strategy / Campaign Development / Art & Copywriting / Production – Locations & Photography.