YCN Student Awards - Reading & Leeds Festival

leeds Reading festival leeds and reading festival 2013 biffy clyro eminem green day ycn student Awards typography portrait Music Festival

The Brief

Each year, Reading and Leeds Festivals attract just short of 170,000 fanatical music enthusiasts. With 80% of our total audience being between the age of 16 and 24, the student market is key for both festivals. Create a campaign that targets and engages the student audience. The campaign must contain online and offline elements and be able to be targeted at both Reading and Leeds audiences.

The Solution

Part 1 - Print

The idea was to create 4 double sided A5 flyers, one for each headliner with the purpose to advertise the festival, and one for the website idea created in the second part of the project called The Experience.

The front of the flyer designs holds a lyric of the headliner that could also describe and fit with the festival in the bold bright colour scheme that Reading & Leeds festival use. The other side of the flyer would use the colours in reverse, and hold a large typography portrait of the headlining artist that was chosen for that specific flyer design.

A large poster design for bus stops, add walls, magazines etc. was also designed to advertise The Experience website created in the second part of the project.

*The bands and artists for the festival have not yet all been confirmed. Some of the artists featured are guesses to present the design ideas. (20/01/13)*

Eminem - flyer design 1 (front and back)

Biffy Clyro - flyer design 2 (front and back)

Green Day - flyer design 3 (front and back)

The Experience - flyer design 4 (front and back)

Reading & Leeds - The Experience - poster design

Headliner Facebook banner designs

The Experience - Website design idea

Part 2 - Online

The second part of the project was to engage with the target market online. The idea was to create a website called The Experience. one is designed for Reading (which is red) and one for Leeds (which is Yellow) for festival goers to upload their content, learn about the history and past years, find out about the artists experiences at the festival over the years, and also platform competitions for fans leading up to the festival, which essentially encourages users / the target market to advertise the festival themselves over social media, which is the best place to reach the target market.