LEICESTER COMEDY FESTIVAL
EY UP ME DUCK!
Leicester Comedy Festival is a Leicestershire institution widely regarded as one of the best Comedy Festivals in the world. It celebrates laughter, creativity, and community with over 500 shows, in 60+ venues across Leicestershire and attracting over 60,000 people from all over the world. We had the opportunity to provide creative support for our new friends at Big Difference Company for this year’s festival branding.
CHALLENGE
We were asked to create the look and feel for both the Leicester Comedy Festival and The UK Kids' Comedy Festival. This year they wanted to see a new approach where both festivals use a cohesive theme, while retaining unique identities to better target their relevant audiences.
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With Leicester being a multicultural city, it was important to create something that captured it’s personality in an inclusive way.
LOGO REFRESH
During the creative process, we highlighted a refresh to the logo as something that could help the festival reach the next level of marketing potential as a ‘world renowned’ comedy festival.
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We respected the brands heritage, simplifying and unshackling the logo from its box, creating a clear mark that offers greater stand-out wherever it sits, allowing for more creative flexibility across platforms and executions.
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The UK Kids' Comedy Festival logo was also updated, creating a cohesive set of assets.
THE IDEA
For the month of February, comedy takes over the city of Leicester, so we put Leicester at the heart of the campaign, creating a Leicester landscape filled with key landmarks.
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We used the local saying ‘Ey up me duck!’ as the comedic Lestaaa spark, turning some local icons into rubber ducks for a funny and easily accessible campaign creative.
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For the Kids' festival, we used the idea and flipped the visual approach to a colouring book style, highlighting the creative imagination and hands-on participation you can expect with the shows on offer.
OUR APPROACH
Wanting to continue to help push the festival into a bolder future, we suggested another big change. Ditch the current brochure cover layout, simplify to the essentials, and go bigger and bolder. This raises the brand visibility.
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We pushed the campaign creatives across marketing material and social assets, to be used by venues and acts, helping to further raise the profile of the festival in the city and beyond.
Photography: Duncan MacLeod
Photography: Charlie Portal
Photography: Duncan MacLeod
DUCKING AROUND
To further raise the profile and awareness of the festival, we came up with several ideas on how we could be disruptive in the city.
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Our personal favourite was to create a giant rubber duck that would move around the city, replicating the campaign creative.
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BID Leicester brought our duck dreams to life. It has appeared in several key footfall areas around Leicester, drawing attention, selfies and smiles from locals and visitors alike.
