Up The Creek is a music festival held between January 31st and February 3rd alongside the Breede River, just outside of Swellendam in the Western Cape. The river plays a major defining role in the festivals identity and image. Under the hot sun, partygoers spend their days lounging on flotation devices in the river, sipping on an ice-cold drink and being serenaded by local tunes from the stage that faces out to the river. This is unique to this festival and creates an environment that is relaxed and social with the warm water bringing everyone together.

The concept was “Festival Flotsam”. The concept developed based on an aspect of the river that was fun, extendable, and encapsulated the brand essence of Up The Creek: the plethora of flotation device flotsam that fills the Breede River over the weekend of Up The Creek. There is something about these “floaty floaties” that brings out a childlike sense of joy in people of all ages. This sense of excitement and joy is what the concept and campaign aims to invoke in the target market and audience.

As well as posters, in partnership with Up The Creeks 4th Street sponsor, a range of branded red and white wine will be launched.

Designers: Julienne Clohessy, Guy Blackhurst
Copy Writer: Matthew Bouch