Edinburgh International Book Festival:
Interrupting the Edinburgh festival noise.
Summertime in Edinburgh is about as loud as it gets for cultural festival campaigns, so how do you cut through the noise and attract more visitors? Our three year partnership with EIBF began with reframing what a book festival could be and saw ticket sales increase by 20% in the process.
Our core idea lay in the idea of ‘ideas’. When all else is put aside, a book is a conduit for thinking, and this festival combines all that thinking in talks, parties, readings, debate and performance. If we could bring a little drama to this, we'd get people interested – they'd begin to question what they think they know of the book festival. So we began combining together cut-outs of objects and recomposing them in the 'wrong' way.
This visual concept sat with the words 'The book is just the beginning' as a provocation to all who thought this could be a dusty, quiet and predictable event.
We created a kit of collage parts – sometimes built into hero compositions, sometimes used as standalone ‘stickers’. This let the client easily roll the campaign out across digital and physical spaces.
“Managing to stand out in that environment [Edinburgh during the festival] is kind of like some small miracle”
Victoria Murray. Director of Brand & Audiences“ I think what has been quite exceptional is we work in the most crowded arts and cultural environment in the ... ”
“ world and to have developed a concept which is so applicable across our many different properties, from on site to ... ”
“ brochure to advertising, which balances this kind of almost deceptive simplicity with managing to stand out in that environment is ... ”
“ kind of like some small miracle. ”
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