Senior Graphic Designer / Art Director: Nadine Williams
Senior Art Director / Creative Group Head: Teager Eales
Content Manger / Producer: Adam de Carvalho
Creative Producer: Simon Key
Agency: Moonsport
THE BRIEF:
A 6-week campaign calling on current and potential ‘die-hard’ RYCS fans to show us their ‘gees’ and prove their ‘loyalty’ to RYCS whilst giving them an opportunity to be rewarded and celebrated for their dedication and enthusiasm.
A 6-week campaign calling on current and potential ‘die-hard’ RYCS fans to show us their ‘gees’ and prove their ‘loyalty’ to RYCS whilst giving them an opportunity to be rewarded and celebrated for their dedication and enthusiasm.
THE OBJECTIVES:
- Drive mass participation through entries from each city
- Increase brand sentiment within the RYCS running community
- Drive user-generated content
- Ambassador relationship program for future content and promotion
KPIs:
- 30 entries per city
- Grow all RYCS properties
- Increase followers across social media
OUR RATIONALE:
Our creative approach is inspired by google maps bird’s eye view of each city; CPT/JHB/DBN. We created a highly dynamic interchangeable grid that could be used on all RYC Stride Tribe collateral. This grid allows us to include communication content, like copy, imagery or supportive graphics. We have decided to Include 1 colour per city. This approach creates a fresh, unique and fun design system that RYC Ambassador can own.
