Role: Art director, Illustrator, Copywriter
Timeframe: 8 weeks
Tools: Illustrator, InDesign, Photoshop
Goals: Create a playful and inviting advertising campaign for the Seattle Erotic Film Festival
Parameters: Collateral to include: print ads, web ads, social media, billboard, merchandise
Challenges: Keeping the tone playful, but still adult.
Solutions/Concept: Make a playful, memorable, and fun campaign, through an inviting play on words and simple but bold graphics.
Tasked with building an advertising campaign for the fictitious Seattle Erotic Film Festival, I first started researching. While Seattle does not currently have an erotic film festival, they do have an erotic arts festival. Throughout my research of that event and the audience, I was blown away with how playful and irreverent the tone is. Sexuality doesn’t have to be serious. Sex is a positive thing, and it should be celebrated in a playful manner.
Enter the bear. This masked bear became the logo for the entire festival. He is joined by other full drawing bear characters, each playing on the diversity of the sex community. These characters are fun, playful, and a quirky response to an erotic film festival.
Along with the bear characters, this campaign is copy driven. Again, the wording should be a playful call to action.
This copy was also utilized on condom packaging. Again, a bold call to action while you’re getting action. Perfect viral advertising.
Then the branding expanded into a billboard, print ads, and social media.
Lastly the campaign needs fun and exciting merchandise. The perfect place to showcase the fun bear characters. The underwear is certainly a cheeky solution to staying on brand.
The result was an off-the-cuff branding strategy, fun and welcoming for the audience.