Case studyFollowing the success of the 2015 rebrand and 2016 campaign, Headjam were once again asked to collaborate with TiNA on the promotion of the 2017 Festival. Read Hide the full case study
This is Not Art (TiNA) is a national Festival of new media and arts organised in Newcastle, New South Wales, each year over the October long weekend. Since its humble beginnings in 1998, it has become a leading independent contemporary arts festival in Australia. TiNA is dedicated to the work and ideas of artistic communities not generally included in other major Australian arts festivals or institutions.
Following the success of the 2015 rebrand and 2016 campaign, Headjam were once again asked to collaborate with TiNA on the promotion of the 2017 Festival.
To further raise the profile of the TiNA Festival within the general population of Newcastle and encourage people that wouldn’t normally attend to visit the Festival for the first time.
Novocastrians looking to explore the art world and some hidden treasures within Newcastle.
Impressing the Festival on the city!
Desired Consumer Response
‘What weird and wonderful delights await me at this free Festival?’.
With the success of using colour to denote the physical locations around the city in 2016, we again looked at using colour to promote TiNA in 2017. This year we used the colour blue and created a photographic / video set made up of blue fabric that people could press up against to leave impressions on the fabric.
The simple idea of this art installation was for people to leave their mark and impress themselves on the Festival encouraging people to visit and see things differently throughout the weekend.
We then applied the colouring across all of the Festival’s collateral. Again we developed a new 2017 app for both the iOS and Android app stores with some key updates from 2016, created a campaign video to distribute throughout social media and printed the infamous TiNA programs.
The Festival launches over October long weekend in 2017. Head on down, take a look and leave your mark on the Festival itself by interacting with the blue screen installation at Watt Street Gallery.
This is Not Art
This is Not Art 2017