ELEKTRA INTERNATIONAL DIGITAL ARTS FESTIVAL Design & Branding ELEKTRA 11TH EDITION: YOU ARE NOT HERE by Taxi Montreal

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ELEKTRA 11TH EDITION: YOU ARE NOT HERE

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Industry Shows, Events & Festivals
Media Design & Branding
Market Canada
Agency Taxi Montreal
Executive Creative Director Stephane Charier
Creative Director Jean-François Houle
Art Director Nicolas Thiboutot Digitaslbi
Copywriter Andrew Lord, Josiane Cossette
Photographer Raphaël Ouellet
Released May 2010

Credits & Description

Category: Posters
Advertiser: ELEKTRA INTERNATIONAL DIGITAL ARTS FESTIVAL
Product/Service: DIGITAL ARTS FESTIVAL
Agency: TAXI CANADA
Date of First Appearance: May 5 2010
Entrant Company: TAXI CANADA, Montréal, CANADA
Executive Creative Director: Stéphane Charier (TAXI)
Creative Director: Jean-François Houle (TAXI)
Art Director: Nicolas Thiboutot (TAXI)
Writer: Martin Charron (TAXI)
Copywriter: Andrew Lord, Josiane Cossette (TAXI)
Account Director: Julie Chandler (TAXI)
Print Production: Hélène Joannette (TAXI)
Planning: Simon Painchaud (TAXI)
Mac Artists: Laurent Trudel (TAXI)
Mac Artists: Eric Lefebvre (TAXI)
Photographer: Raphaël Ouellet (TAXI)
Assistants: Émilie Lavoie, Martin Gros (TAXI)
Make-up: Dominique T.Hasbani (Gloss Artistes) (TAXI)
Media placement: Poster - Museum, Art Gallery, Transdisciplinary Center - April & May 2010
Media placement: Poster - Museum, Art Gallery, Transdisciplinary Center - April & May 2010
Media placement: Poster - Museum, Art Gallery, Transdisciplinary Center - April & May 2010

Describe the brief from the client
Business Challenge
The objective was to announce the Elektra International Digital Arts Festival, a cultural event combining avant-garde electronic music with visual arts based on new technologies. The festival is little-known and is often confused with Mutek, an electronic music festival that also takes place in Montreal.

Describe the challenges and key objectives
Insight and Strategic Approach
Our target has an arts background. They are 25- to 40-year-old students or specialists in creative fields. They like to explore the new and the original, constantly challenging their own ideas of art. In order to arouse curiosity and attract people who had not previously attended the festival, we let Internet users experience the sights, sounds and energy of the event—without actually being there.

Innovative Media Execution
On the website of the 11th Elektra International Digital Arts Festival, users were able to meet, talk and interact with festival goers thanks to an interactive art installation on the festival grounds named YOU ARE NOT HERE. The installation broadcast the virtual encounters on two screens and in real time.

Describe how you arrived at the final design
Minimalist use of optical illusions reflected the overall visual experience of the festival itself. The use of faces gave a sneak peek to the “YOU ARE NOT HERE” interactive art installation, which allowed festival goers and webizens to meet “face-to-face”.

Give some indication of how successful the outcome was in the market
Results
So, did participating virtually make web users want to go to the event? Of the 16,000 people who visited the website, 6,000 traded in their virtual environment for the real-life experience of the Elektra Festival. Which is a not-so-artsy way to say that it was a huge success!