Motel Mozaique

Motel Mozaique is a 2 days arts, music and performance festival based in Rotterdam. The briefing for this year was: we want it RAW!

This campaign is still active, and is building up as we speak towards 7 & 8 April. As we can tell from the first phase, the quick lo-fi movies did their job really well. The ticketsale is going really well, the early bird tickets are totally sold out! Because of the lo-fi behaviour of the identity, the MOMO crew is fully involved in creating new content online and offline. They are inspired by the concept of adressing the public & city (database), even new ideas come to the table; for example we're creating an online magazine now.

This year we collaborated intensively with the complete MOMO team, not only the marketing director as the previous years. Gaining knowledge from the artistic founder, the financial director, the music programmer, the stage director and the interns was very valuable to us. By setting less tight boundaries we mades this eventstyle constantly innovative and dynamic. Therefore we gave ourselves space to develop the eventstyle as we went along with it.

The first thing we did is introducing the name MOMO, this is how everybody named the festival behind the scenes, but it was never communicated externally. It's snappier and more dynamic. We also proposed the tagline: THE UN-EXPECTED EXPECTED. Which sums up perfectly what the festival is about.

Because MOMO is all about showing a bigger perspective on arts, music, performance and the city, we thought it was time to visually show this in the eventstyle. We setup a database where we personally invited Rotterdam image makers into, this functions as a photo-database we use to base our designs upon. We took the brief 'RAW' quite literally: the basic black/white informative layer of the eventstyle is copied on a copy-machine. No photoshop-filters were used, all handmade, raw typographical copied blocks. Slowly a typgraphic copied library took shape, which we used to create adds, flyers, social media images. The handmade, lo-fi identity was also used to create quick teaser movies, artists announcements etc. As the campaign progresses and the early-bird ticket period passed (sold out!), we entered the second stage of the campaign: adding a colored visual layer to the black/white base, with images from the database. Setting the atmosphere for the festival, using bright colors.

The challenge for this project is: communicating that it's a festival where you never quite know what to expect, they programme experimental performances next to hip indie acts. The locations are always special, as the city is the official stage for this festival. So they aren't afraid to place an act on a abandoned highway for example. This makes the festival unique, as well as the Rotterdam-edgy mentality. We needed to address a younger & more diverse target audience, as the largest audience group now is above thirty. We believed they needed to have a bigger impact on social media to reach these potential visitors, to create participation and bonding with the festival.

Jury Feedback

BRAND / BRONZE

‘Very good design, raw and playful. Based on good insights and good t with the festival and people. Very close to the consumer.’