A brand campaign for a free 24 hour outdoor musical festival held in Minneapolis, Detroit and Chicago. The festival was held in parks, outdoor pavilions and walking malls so it made sense that the imagery featured would be associated with the time of year. Since it was a music program, we pitched the idea the press kit should be a record, with the press information on the liner notes.
The campaign was a success that represented a 37% increase from the previous year’s attendance.
