This is a brand challenge project, meaning that our team of creatives and marketers worked with a real client on a real brief. AfrikaBurn approached us with the need to transform their public perception from a music festival towards their roots in an absurdist movement. People have come to think about a music festival, glitter and exclusivity when they think of Burn. But this doesn’t reflect AfrikaBurn as a playful, kind, collaborative and creative movement. Because of this, we wanted to highlight some of the feelings of exclusion or fear people might feel around AfrikaBurn. To do this, we came up with the concept “Burn your Concerns”.
Below are three stop-motion videos which platform people's concerns. Each would live on AfrikaBurn's Instagram or Facebook. Our campaign is centred around giving a voice to people's concerns, whereafter they are given space to join together with burn veterans at Burning Questions events in order to discuss some of these concerns.
Below are digital posters that will also live on AfrikaBurn's Instagram and Facebook
In the spirit of collaboration, we also conceptualised a Burn Book. These anonymous travelling notebooks (between 20 and 40 of them) would travel among seasoned burners. Blank notebooks would be gifted to Burn veterans at the next burn that can travel to all corners of South Africa after the week.
Once they’ve inscribed some sort of advice or shared a story, they can pass it on to another seasoned Burner who would do the same. The books will circulate freely for a year before they get returned at the following Burn. After this, they would be compiled into a pocket-sized Burn Bible which would live on the websites and be handed out at Burn meetups and at AfrikaBurn itself. The collaborators are, in this sense, burning people’s concerns.
Art Director: Murray Hunter-Smith
Illustrator: Francesca Cockcroft
Graphic Designer: Kai Simon Pike
Digital Designer: Jordan Kruger
Digital Designer: Chris Kirsten
UCD: Christina Streicher