Advertising Week is the world’s premier event for the marketing, advertising, and technology industries. For the 2020 edition, AW Europe asked London College of Communication for a campaign to drive ticket sales.
My team and I worked on a visual campaign to engage creatives and strategists from all over Europe and invite them to join the event.
What I did
- Creative Direction
- The core message
- Implementing the message
- Offline Extensions
1. The core message
We conducted a desk research to identify a trend in marketing, advertising, and technology industries that could serve as a hook for the campaign.
What we’ve found out is that the majority of agencies and recruiters out there are looking for people with a multidisciplinary background. Such jobs generally offer a higher salary and more space for professional growth. Ever heard of “Creative Coders” or “Strategic Designers”?
“Strategy and Creativity are merging and Advertising Week can offer a great opportunity for people in the industry to bridge this gap”.
This is our core message.
2. Implementing the message
To visually convey the message, I designed two types: the “Creative” and the “Strategist”, that became the starting point of the campaign.
Held at Picturehouse Central in London, the venue features a physical installation where guests are invited to use two separate entrance doors at their arrival according to their own type and, at the end of the event, one single exit door for both. Guests are welcomed with personalised sticker badges and are invited to wear them throughout the whole event. In this way we want to help people navigate the event and reinforce the campaign’s message.
3. Offline Extensions
To reinforce our core message, we imagined some offline extensions, the most exciting one being the colour-changing coffee cup. Creatives receiving the yellow cup would see it shifting to orange when pouring hot coffee inside and vice versa. Turning into a strategist has never been so easy!
We believe the idea of Strategy and Creativity margining to become one single whole is strong. As we showed to the guys at Advertising Week possibilities are endless. Public elevators with half yellow half orange doors, different toilets inside pubs nearby Picturehouse Central and different carriage inside the Tube. All these extensions are intended to take palce before the official launch of the event.