How do you sell a festival of up-and-coming playwrights?
The National Play Festival showcases the very best of Australian playwriting. Each year the festival is hosted by a different city and features exciting new performers and playwrights. With no photography of previous years available for use, our brief was to capture the essence of the festival and attract new and existing audiences.
We created a strong, attention-grabbing strategic marketing campaign with graphic elements, stylised typography, quirky icons and a vibrant fluorescent, colour palette. We themed the overall concept of the festival as Choice Cuts‚ which highlighted the first-class, hand-picked talent on display and at the same time sold spirit of the festival as playful, diverse and passionate.