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Cameron McDiven

    Perth Royal Show2009 - 2012

Brand Strategy
Communications Design
Environmental Branding

Brand Strategy / Advertising / Communications Design / Environmental Branding

The Need
The Perth Royal Show is one of the most magical experiences in the life of any Western Australian child. Armed with this simple fact, we began working with the Royal Show in 2009 to address one overriding need: to reconnect people young and old with that sense of magic.

The Method
The genesis of the creative idea came from seeing how crowds had spontaneously waved light sticks in unison to create an impressive visual effect. This became the inspiration for a creative concept that used light drawings shot with a long shutter speed to illustrate the various iconic aspects of the show including animals, bumper cars, pin wheels and of course fireworks. We spent many cold nights waving coloured lights over the heads of freezing children to bring this idea to life.

The Benefit
This creative concept was expanded upon, and, over the next three years we managed the brand for the Royal Show, culminating in one of the highest attendances on record at the 2011 Royal Show.