What did we do?
- 11m wall to promote Brisbane
- 24 page activity book
Each year, Brisbane City Council has a strong presence at the Royal Queensland Show (the Ekka), using it as an opportunity to showcase the breadth of their facilities and services as well as highlighting the role Council plays in the success of the city.
Brio was asked to create a unique and vibrant display for use at their stand that combined printed and digital media on a 40m2 wall spanning the entire length of the stand.
It was imperative that the wall captured the attention of a myriad of demographics while telling a story about all the events, activities and locations which residents and tourists could do in any given day.
Given the theme of ‘A day in the life of Brisbane’, we turned to children to motivate parents and friends to see the sights and sounds of our great city.
As children are often the motivators for trying new activities, we came up with the idea of a creating three relatable characters that families could follow around all areas of Brisbane. The two children and their guardian (parent/teacher) can be seen doing a range of activities from reading in a library to gardening and stargazing.
The artwork represents Brisbane and its iconic river with the location of different events, activities and facilities placed to give a feel of what Brisbane has to offer and where. Placed within the map were five touch screens that would further explain the surrounding locations to keep the visitor engaged.
The visual design is reflective of an illustration style seen many contemporary children’s books, while the Brisbane River was represented with a montage of photos of blue cellophane to highlight the centrality and importance of the river. A cityscape across the top of the wall illustrated a full day from morning to night in the direction that the visitors travelled through the stand.
Although the brief was to design the wall, we felt there was an opportunity to do more. We wanted visitors to experience what Brisbane has to offer in person and created the Brisbane Passport. This 16 page A5 activity booklet encouraged families to explore, answer questions, draw pictures and visit many of the city’s great attractions.
Seen by over 17,500 Ekka visitors, the wall was described as vibrant and brought much life to the stand. Council and residents found the information easy to digest and welcomed the fresh approach and design. All Passports were handed out during the Ekka with many returned featuring completed activities and drawings. This extended the social reach of the Ekka campaign raising the awareness of the programs and facilities available from Council. It also gave residents a positive reason to get in contact with Council and material to be leveraged in regular media such as rates notices. The characters may even be seen again in future publications.