Enlightenment
Challenge
How do you promote an arts festival that focuses on the audience not the artists? This was the unusual situation when Sumo was asked to promote the two day Durham International Light Festival.
The festival celebrates Durham’s religious and industrial heritage. Four new light-based artworks were to show Durham as viewed through the eyes of two very different cultures. The installations were to be a fusion of cultural identities, creative styles and methods of working, taking their inspiration from the sacred texts, iconic images and traditions of Durham and a number of Eastern societies.
Artworks were not available to photograph until the day before the festival. Therefore, we had to find another way to get people to notice the event and then be sufficiently motivated to explore it.
Idea
Our central idea was to convey the audience’s emotional response to the event. We featured people looking up in wonder at a giant spectacle that is not shown, but strongly suggested through the illumination of their faces. This becomes a powerful means of conveying the audience’s excitement and sense of awe. The photographs were accompanied by straplines such as ‘Watch their faces light up’ or ‘See Durham in a new light.’
We designed an illuminated font which echoed neon signs. The font is also used in the Enlightenment identity, in conjunction with an eastern flower to reflect the multicultural theme of the festival.
The campaign ran in regional and national press, poster sites, a printed guide and through a festival website.
Response
Our campaign attracted 30,000 visitors over the two days. It is estimated that 20,000 of these had travelled to Durham especially for the festival.
This demonstrates the effectiveness of a creative route centred around emotive engagement. Our campaign did so much more than present facts and information in an attractive way; it really inspired people to find out more.