Campaign Graphics for The Magic Weekend

The brief

We won a 3-way pitch to work with Magic Weekend Creative, ultimately satisfying a brief that involved creating a brand image and campaign graphics for Europe's largest official rugby league festival. Our work needed to appeal to every age range with a fun 'summer festival' feel – a departure from the client's previously 'darker' design.

Our solution

After studying the sport – and its culture and audience – in detail, we then conducted a comparison with other relevant sports, helping us build up a detailed insight to inform our creative plan. We then produced three original concepts, finally developing one into a compelling mascot character graphic. The chosen concept was rolled out across all event collateral, including billboards, passes, tickets, posters, flyers, press adverts, digital assets and track perimeter banners.

Key features:

• A stunning and original concept
• Great consistency across all collateral
• On-brand graphics and consistent messaging

The end result

• The event achieved its all-time record attendance of 67,788 people.
• McDonalds liked our 'family values' campaign so much that it used the theme in its Happy Meals.
• The client was so pleased that it kept the concept for a second year.
• The concept was successful enough to attract a major car sponsor, Dacia, for a second year.