Royal College of Art (RCA) Design & Branding DRY THE RIVER ' HORSES' by Foam

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DRY THE RIVER ' HORSES'

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Industry Shows, Events & Festivals
Media Design & Branding
Market United Kingdom
Agency Foam
Director Ricky Stanton
Creative Director Steve Milbourne, Phil Clandillon
Creative Xavier Barrade
Producer Simon Poontip
Released September 2011

Credits & Description

Category: Posters
Advertiser: RCA LABEL GROUP
Product/Service: DRY THE RIVER / EP:WEIGHTS & MEASURES
Agency: FOAM
Creative Director: Phil Clandillon (FOAM)
Creative Director: Steve Milbourne (FOAM)
Producer: Simon Poontip (PTE)
Creative: Xavier Barrade (FOAM)
Director: Ricky Stanton (Ricky Stanton)
Media placement: Dry The River "Horses' - East London Street - 12 July 2011 - 19 July 2011

Describe the brief from the client
Dry the River are a new band signed to RCA records in the UK. Our brief from the label was to introduce the band to the arts and culture media, and therefore a wider audience than the underground music press. We wanted to get the band and the music in front of that specific audience, and drive traffic to their official music video for No Rest.

Describe the challenges and key objectives
We knew the label had a very limited budget, so we asked them if they could give us the amount they would normally spend on a fly-poster campaign. Our objective was to make posters that people would talk about. Due to budget restrictions we decided to make a much smaller number of posters than normal, but to try and make them more interesting.

Describe how you arrived at the final design
We had French designer Xavier Barrade working with us, who’d been doing some really interesting paper-craft work. We liked the idea of innovating around the fly-poster as an art form. We asked Xavier to make some really big 3D posters. The band’s artwork featured themes of animals. We decided on posters with huge 3D horses leaping out of the canvas. Each poster took Xavier 35 hours to hand craft.

Give some indication of how successful the outcome was in the market
We fly-posted the Horses throughout London and created a short film and a series of stills showing the posters being built and the reactions of passers-by. The photos of the posters travelled the web as the story was covered across the spectrum of art and design blogs/press. The film also received 90,000 views, an amazing result for an unknown band. The official video for No Rest rose from 3,000 views to over 300,000 views in 2 weeks.