Connecting Plots has created Find Your Happy Place, the first project for the Royal Agricultural Society Of NSW as its creative agency.
The platform builds upon the heritage and creative direction that the Sydney Royal Easter Show has followed since 2017 - the home of childhood wonder and joy, punctuated by the mnemonic device, ‘Happy and you know it’.
RAS head of marketing, Frances Jewell, said there was lots of nostalgia associated with the Sydney Royal Easter Show.
“We wanted Connecting Plots to leverage that heritage and capture the wonder and joy of childhood while also making the campaign feel new and contemporary," said Jewell.
The creative platform has been brought to life through the customer experience with a visual identity that builds upon the iconic elements from the Easter Show including the ribbons from the agriculture awards and hero brand colours of red and purple.
Meanwhile the ‘Happy and you know it’ theme song from previous campaigns has been evolved into a playful whistling device that carries throughout the different creative.
Connecting Plots co-founder & creative partner, Dave Jansen, said in order to understand how to evolve the existing campaign direction, the agency conducted research with a partner company to analyse the previous campaigns to see what to keep, change and build upon.
“From these learnings, we created the organising platform ‘Find Your Happy Place’ that evolved the existing creative and showed that, with all the different experiences on offer at the showgrounds, there truly is a happy place for everyone," said Jansen.
‘Find Your Happy Place’ has been designed to create consistency and cohesion across all of the show’s collateral. The visual identity has been applied across TVCs, social, radio and OOH through to media kits, selfie photo frames and the nightly drone show.
The Sydney Royal Easter Show and the ‘Find Your Happy Place’ campaign will run until Monday, April 17.
Credits:
Client: Royal Agricultural Society of NSW
Head of Marketing: Frances Jewell
Campaign and Activations Manager: Gemma Barr
Creative Agency: Connecting Plots
CEO: Tom Phillips
Creative Partner: David Jansen
Creative Director: Chris Johnson
Art Director: Jonti Groth
Integrated Strategy & Planning Partner: Tim Collier
Client Partner: Gemma ap Geraint
Account Director: Alana Spinelli
Senior Integrated Producer: Bonnie Ledsam
Senior Producer: Brooke Mather
Senior Designer: Kubi Vasak
Motion Graphic Designer: Gerry Buzzo
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