The Setlist
This third year project was one that defined my practice moving forwards. The Setlist is a fictitious campaign I created for Reading and Leeds festival, with the aim of encouraging its audience to have better festival etiquette.
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The campaign focusses on key activations such as a stage film, an incentives programme and an immersive, 360-degree experience. Audiences are surrounded by the campaign from the moment they enter the site, having a presence at key touch points such as bars, toilets and queues.
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I believed that by immersing the audience into the campaign, they would be more likely to align with its message.
Campaign Aims
The campaign aims to encourage festival-goers to have better concert etiquette. These social issues, such as pushing to the front, throwing objects and talking through a performance, are perhaps more informal but extremely common at live events.
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"Know the Setlist."
Activation 1 - The Setlist Stage Film
The stage film would be shown before an artist takes the stage, ensuring that the audience's attentions are captured.
Activation 2 - App and Incentives Programme
I felt as though a good way to encourage young people to engage with the programme was to incentivise participation. By engaging with the campaign at the festival or on the Reading and Leeds app, audiences would receive points, which they can then substitute for prizes such as free food, phone charges and merch discounts.
The Setlist 'information and rewards station' pop-up stall, which would have multiple locations around the festival site.
The new 'Setlist' page on the Reading and Leeds app, where guests can access campaign information and the incentives programme.
Activation 3 - Festival Touchpoints
The campaign needed to be easily accessible around the site, so I implemented its messaging into a series of festival touchpoints, such as flags, toilets and posters.
The Setlist 'Don't Throw Your Sh!t' bins.
The Setlist visuals implemented into toilet steps, as well as featuring a QR code which takes the audience to the app/website.
Setlist festival flags, reinforcing the campaign's messaging.
Campaign posters, which would be located around the festival site.