The Brief: develop a campaign for the promotion and advertising of the National Campus Tour taking place early next year. A visual identity is to be created and applied to a diversity of deliverable items all supporting the brand values and character of the music event in a compelling and convincing manner.
Project concept: The decided theme of this project is “Gee My Tong.” This phrase is one that reflects and communicates various characteristics of South African culture, particularly with the use of the Afrikaans language. The phrase “Gee My Tong“ can mean two things: firstly, 'kiss me’ and secondly, it alludes to a traditional Afrikaner recipe of cooked cow tongue, sliced and served in a mustard sauce. Another reference is the visual appearance of modern musicians who appear to scream into their microphones, the tongue symbolising their right to expression.