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Creative Campaign Summer 2023

By August 30, 2023September 1st, 2023No Comments

If you’ve been lucky enough to jet away somewhere hot and sunny this summer, you may have encountered our most recent multi-site creative campaign for TRG Concessions. A truly exciting project to be involved with that really allowed the creative juices to flow.

The campaign is drinks-led, with supporting food offers. Different creative directions for each of the 3 key beverage offers were required, which would be adapted to the supporting food offers.

“The goal is to engage and inspire our audience. We want them to celebrate the seasonality of our drinks, the freshness of our produce and appreciate the buzz and excitement that surrounds the season.”

The absolute focus of all three directional concepts in the campaign are the stars of the show, the drinks.

The Conscious Cosmo and Banana Mai Tai, created with Discarded Spirits, Award Winning Zero Waste Spirits.

The conscious classics. Art Deco sophistication with a touch of poolside glamour. The typography sets the tone, with hand-drawn illustrations to amplify that ‘now I’m on holiday’ feeling. The brand partner, Discarded Spirits, sits in a clearly defined roundel.

Clean simple photography enabled creative freedom.

The B&Tea. A respectful nod to PG Tips in the typography. Watercolour depictions of the two key fruit ingredients are complemented by hand-drawn tea leaves, creating a botanical border steeped in summer. The beefeater glassware puts the brand partner front and centre.

“Don’t mind if we do…”

The Sustainable Spritz. A sensational summer holiday starts here. Elegant, yet strong typography is set against carefully considered watercolour botanicals, creating a stunningly soft background.

One of our favourites of the 3 directions, Summer Spritz’s

The colours and foliage are purposefully selected to compliment the hero image, the perfect start to the summer holiday you’ve waited so long for! The brand partner roundel is clearly defined without taking centre stage.

“Watermelon Spritz & the Banana Colada Spritz”

The colours, illustrations and background compositions of each unique direction were developed to be deployed across a wide range of POS assets. They are elegantly implemented when showcasing both the beverage and supporting food offerings for each direction in the creative campaign.

We very proudly supported this campaign with the procurement and multi-site distribution of a broad range of printed POS materials through our print management function as well as creating digital assets where required.