We've been putting the final touches on our marketing plan for BANNED. The process all starts with the
creative strategy document, but it sure doesn't stop there. It's important for any campaign to have some sort of basic marketing manifesto, but you still need to be flexible in the tactics. Here are several high level assumptions we made early on:
- Find an abstract artistic treatment that captures the spectrum of gender, include the use of electronic gadgets and create a modern genderless world.
- Find a background element that shows gender diversity in the public space and can be reused.
- Provide elements that show the broad spectrum and various dimensions of gender and speaks candidly to an audience of all ages.
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| BANNED Poster in four colors |
At some point we realized that using color might be a compelling way to individualize each character while maintaining the sense that there is a group of individuals in society that are being marginalized for not abiding by traditional gender norms. We're planning to print and distribute the posters in four different background colors using the original artwork created for the logo. We'll hang them around Edinburgh, the venue and provide signed copies to our donors, friends and family.
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| BANNED Rail Board Concept |
The overall concept worked nicely with our outdoor advertising campaign too. One of the first advertising milestones for the Edinburgh Festival is when outside advertising products become available to the public and this year we were able to snag several rail boards in prominent areas around Edinburgh this year. More to come!
