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The Setlist - Reading and Leeds
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.
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.
I believed that by immersing the audience into the campaign, they would be more likely to align with its message.
The stage film would be shown before an artist takes the stage, ensuring that the audience's attention is captured.
I felt as though a good way to encourage young people to engage was to incentivise participation. An in-person rewards station, along with an in-app rewards system, would allow festival attendees to win prizes such as free food vouchers, phone chargers and merch discounts.
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.