CAPITAL  FRINGE  

Challenge
Now in its 20th year, Capital Fringe wanted to step up their visual storytelling for their final edition in 2024. The theme of this year's festival was Happy, but in the spirit of Fringe - they wanted something that both clearly communicated it and shared their subversive ethos. Enter Exactly.


Solution
More was more here, if we wanted to capture the true spirit of Fringe. When Exactly started to develop the “Whatever makes you HAPPY” campaign we looked at unexpected iconography and language --think plastic chatter teeth, deflated smiley face balloons and tongue-in-cheek copy to communicate the festival’s unorthodox vibe. Paired with portrait photography (featuring this year's actual performers) and in-your-face playful treatment, the visuals were edgy without being alienating, energizing audiences and making them curious for what the festival had in store.


Results
This campaign has just launched digitally and OOH, but the initial energy surrounding it is great, and we are excited to report the results once we have them.