DRY THE RIVER by Foam for Royal College of Art (RCA)

DRY THE RIVER

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Industry Shows, Events & Festivals
Media Design & Branding
Market United Kingdom
Agency Foam
Director Greg Taylor
Creative Director Steve Milbourne, Phil Clandillon
Creative Keighley Allen, Sophie Yeoman
Producer Simon Poontip
Released September 2011

Credits & Description

Category: Posters
Advertiser: RCA LABEL GROUP
Product/Service: DRY THE RIVER / ALBUM: SHALLOW BED
Agency: FOAM
Creative Director: Phil Clandillon (FOAM)
Creative Director: Steve Milbourne (FOAM)
Creative: Keighley Allen (FOAM)
Creative: Sophie Yeoman (FOAM)
Producer: Simon Poontip (PTE)
Director: Greg Taylor (Lock In Productions)
Media placement: Dry the River Listening Posters - Record Shop, Coffee Shop, Bar, Gallery & East London Streets - 21 Feburary 2012 - 1 April 2

Describe the brief from the client
Dry the River are a new band signed to RCA records. Our brief from the label was to introduce the band's debut album Shallow Bed in an interesting and newsworthy way. Our target audience was the worldwide arts and culture media, as we knew from our audience research that potential fans of the band were avid readers of these channels.

Describe the challenges and key objectives
We had already begun innovating in the poster format with our 3D paper craft posters for the band's previous Weights & Measures EP. We decided to continue the theme and try to create another set of posters that people would talk about.

Describe how you arrived at the final design
We decided to treat the poster as a listening post, allowing fans to hear the album in full for the first time. We used 1970s style string art to create 3D designs, ending in old-fashioned tin-can telephones. Each tin can contained a hidden speaker wired through the string to a battery powered music player. We created 12 individual posters, one for each track on the album. Each one depicted a string-art version of an animal from the band's sleeve artwork and played back an individual track.

Give some indication of how successful the outcome was in the market
We put up the 'Listening Posters' within a defined area of East London. This was the first time the album had been made available to the public. The band posted photos and tweeted each location as the posters went up. Several were placed in gallery spaces and record shops, and others were posted around the streets. We created a short film and a series of stills showing the posters being built and the reactions of passers-by. The story was covered across a huge spectrum of art and design blogs/press and was very well received.