Combining Cultures
Concept We aim to spread the word that #LondonIsOpen, in the most efficient, popular and fastest way possible. We targeted 5 popular events throughout London which bring different cultures together, and already have a mass following. It would be a concept designed for the interaction of the user. We aim for the audience to attend these events, use #LondonIsOpen and post images to their social media accounts, celebrating so many individual’s coming together. The incentive for the user is the opportunity to have their images posted on these posters during as well as after the event has passed.
Title Posters We chose 5 events that express community and togetherness through differnent styles. We have Diversity (Gay Pride), Cultural (Notting Hill Carnival), Sport (Wimbledon), Live Acts (West End Live) and a Festival (Crystal Palace Festival). We have chosen these events as they are all free. The design is through a speech bubble as we want to get people talking, and shout about the amazing things London has to offer. Our target audience is predominantly 16-40 year olds. It is a fairly broad target audience but we aim to appeal to as many people as possible. This age range was decided through average social media usage, and understanding who would predominantly interact with a desired hashtag.
Designs The 5 events will come as double-sided posters which change depending on whether it has been or not yet. The campaign would run from the 1st June 2018, and go up until mid-September, as a a summer campaign. The double-sided designs would be repeated across all the JCDecaux boards down Oxford Street, taking over 5 stops each. The idea is that the other side shows a blank canvas currently, and when the event comes it will showcase the enjoyment and community. The shape is designed to replicate polaroid picture. When the images are filled within this shape, it will influence nostalgia, as if those viewing it are part of the event, even if they did not attend.
Social Media To gain the consumers attention social media filters were developed. These filters alongside the hashtag #LondonIsOpen can be shared by the consumer with a chance of appearing upon Oxford Street. All images can be submitted through basic social media uploads, as well as the use of Instagram and Snapchat ‘Stories’. The user is able to upload the images with the tags and possibly have their images up on Oxford Street.
Live poster The live poster will display images sent in through the social media campaign, these images will be censored in order to ensure all materials are appropriate. A 10 second loop will be applied in consideration to the pre-set regulations. As motion designs are not permitted, this would be an efficient way in which the posters can be refreshed and mixed up depending on who is viewing.
After the event After the event has occurred images from the event will still be looped upon the reverse screen, with the original poster still being presented. This in turn showcasing the event, encouraging the consumers to attend upcoming events. We don’t believe that when the event is over, the message has to be as well. Our aim is to show the audience the community coming together, and it being accessible to anyone. It will build in recognisability the further into the campaign as the more events come about, and more and more individual’s share #LondonIsOpen through their social media accounts.
Image Creditation The images used for these designs were not taken either of us, and the websites we obtained the images through are credited below: https://www.timeout.com/london/things-to-do/ notting-hill-carnival-information