Su’Legria is the biggest music festival of Curaçao. They blend the electronic beats of house music with their Caribbean flair. Freely translated from Papiamentu, “Su’Legria” means “his/her happiness” and in this case stands for a night where everybody can let the burdens of daily life for what they are, and truly celebrate life.
Our role in the project
• Campaign concept, design, strategy, development.
Su’legria 2016 – starting point
This edition of Su’Legria marked the celebration of their 5th year anniversary. Both the client and us wanted to use the anniversary as a concept for all communication towards the target audience: The people of Curaçao.
We had quickly fell in love with the simplicity of ’the ”5” concept’: 5 years of Su’Legria, 5 month’s of campaign towards the party, 5 unique video’s to be launched each month, with the ’5’ as a central item on all deliverables.
With a small team we have built a colorful studio setup for photography and video with laser cut / hand painted typography, balloons, chickens, eggs, champagne bottles, confetti, painted hands and all kinds of other attributes. This material formed the base for all deliverables for the campaign.
We at Studio Hands like to build things with our hands, as we believe this brings a unique aesthetic to any project, especially now that life is becoming more and more digital.
A five month project
WAs we had the challenge to run the campaign for 5 months straight leading up to the event, we decided to use this to our strength and apply a fresh update to the campaign every month. (That’s how we came up with ’the ”5” concept’ as explained above.)
This resulted in 5 videos, each showing a unique interpretation of the ‘5’ as a concept. Four eggs and a chicken for the early birds, five glasses of champagne for the VIP tickets, etcetera etcetera. See for yourself (don’t forget to turn up the volume!):
The foundation of the campaign
The campaign relied heavily on the 5 videos and the photography that we had organised alongside the video shoot. This gave us a nice body of material that we then could use on all kinds of other deliverables both offline and online, such as billboards, posters, flyers and tickets.
On the web (being the fast medium) we decided to communicate messages of short duration in the voice of Su’Legria. For instance ‘Bon Pasku’ is Papiamentu for ‘Enjoy the Holidays’, but also messages like an early bird ticket alert or artist highlights are perfect for this medium.
Offline, being the slow medium, (to us much referred to as ‘in the streets and in the bars), we communicated more general information like the line-up of the party, the location and time of the party. In this part of the campaign legibility is very important: In a matter of seconds you have to get people to understand that Su’Legria hosts Fedde le Grand, when/where it is, and that it’s going to be a great party!