Type of Entry: Corporate or Brand Identity
Category: Self Promotion
Title: SIT SHIT ON MUSIC FESTIVALS
Advertiser/Client: RADIO STATION STUDIO BRUSSELS
Product/Service: RADIO STATION
Entrant Company: MORTIERBRIGADE Brussels, BELGIUM
Design/Advertising Agency: MORTIERBRIGADE Brussels, BELGIUM
Name Company Position
Jens Mortier/Joost Berends/Philippe Deceuster Mortierbrigade Creative Directors
Stephanie Zimmermann Mortierbrigade Head Of Strategy
Patricia Vandekerckhove Mortierbrigade Producer
Tim/Joeri Mortierbrigade Creatives
Being a small player the challenge was to reach our target audience amongst big spenders like Coca-Cola, Vodafone and Toyota. Second, we learned from research too much sponsoring on festivals quickly annoys people. They feel aggressed at a moment they come to for pleasure. As we knew that people go to festivals to see concerts and not to be harassed our objective was to be present in a more relevant way than just with a sponsor flag and some leaflets.
Describe the brief from the client:
Radio station Studio Brussels is a rather small music channel in Belgium. Every summer they are present at all the major music festivals. More than being one of the many sponsors we needed to claim the moment but with a modest budget.
Description of how you arrived at the final design:
We created something that shows Studio Brussels understands the festival-spirit and really cares about its audience. What is this festival spirit? Watching a concert, having a beer, waiting until the next one starts and having a beer. The idea of creating a cushion was born. People could sit on something cosier when waiting the next concert or just by having a beer. Regarding the design, as most of the festivals take place on a field, we created a cushion, which looked exactly like a cow¹s droppings. De Zitvlaai (The Sitshit). More than a useful item, a relevant design.
Indication of how successful the outcome was in the market:
It was a gigantic hit. For each festival Studio Brussels supplied a couple of thousand cushions, which were all sold out in minutes. People lined up in long queues so they could get their own copy. Next to a lot of free press, people were very enthusiastic about the cushion and they left great comments on the Studio Brussel website. An important indication of success results in the fact that De Zitvlaai was admitted in an exhibition of the Belgium Design Museum. And it features already in the book “ design with a smile”.
The Design & Branding titled SIT SHIT ON MUSIC FESTIVALS was done by Mortierbrigade Brussels advertising agency for brand: Studio Brussels in Belgium. It was released in the Jun 2009.