Kexp Design & Branding DISCOVER KEXP by Publicis Seattle

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market United States
Agency Publicis Seattle
Executive Creative Director Andrew Christou
Released May 2010

Credits & Description

Category: Posters
Advertiser: KEXP
Date of First Appearance: May 29 2010
Chief Creative Officer: Bob Moore (Publicis Seattle)
Executive Creative Director: Andrew Christou (Publicis Seattle)
Associate Creative Director/Art Director: Scott Rasmussen (Publicis Seattle)
Writer: Miller Jones
Writer: Jeff Siegel
Artist: Sasha Barr
Artist: Dan Stiles
Artist: Andrew Bannecker
Media placement: For distribution - Various music venues - 29 May 2010 - 1 September 2010

Describe the brief from the client
Create a piece of communication (or campaign) that brings the brand idea of Discovery to life.

Describe the challenges and key objectives
Our target market (indie music lovers) is a highly marketing-savvy group. They run from anything that looks, feels, or acts like an ad.

With that in mind, we sought to created something that didn't look like an ad. We joined the ranks of the most successful music ad format around: the gig poster.

In addition to being one of the most successful analogue "viral" formats, gig posters are also prized as art, to be collected, traded and in some cases, gifted.

Describe how you arrived at the final design
We sought to bring the brand idea of discovery to life by creating gig posters that allowed the viewer to discover which bands were represented in the poster. In some cases we combined two bands (eg. Panda Bear and Band of Bees) and in others, we combined multiple bands.

Give some indication of how successful the outcome was in the market
The campaign was considered a huge success. Posters were given away for free at various concerts and events. It was not uncommon for people to request up to 15 posters to give away to friends. Over time, and without our consent, the posters started showing up everywhere: in bars, store windows and on design blogs.