B R A N D I N G & C A M P A I G N P O S T E R S
Ragtime is a Summer Festival that would be located in Byron Bay Australia on a picturesque local beach. Providing young adults with an experience where they can enjoy their favourite music amongst friends, under the summer sun. It encapsulates the classic 70 – 80s easy-going surf aesthetic that is popular among young adults.
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The campaign employs the rhetoric principles of desire and surrealism to create visual interest and engage the viewer. The use of the guitar silhouette in conjunction with the beach depictions serve as surrealism by using the juxtaposition of two images to stimulate the unconscious mind (“Definition of surrealism | Dictionary.com”, 2020). This enhances the effectiveness of the campaign by engaging the audience’s unconscious mind to determine the relation between the juxtaposing musical instrument and beach.
These posters are designed to promote the ‘Ragtime’ music festival and encourage people to attend the event, by evoking desire. This is achieved through the flat design depictions of sand and water, employing saturated colours to create a picturesque beach scene that stimulates an emotional response and creates a yearning to experience the festival. Additionally, the warm colours occupied by the beach imagery, provide a sense of warmth and familiarity, enhanced by association with the viewer’s fondest beach or summer memories. This nostalgia and familiarity create a sense of trust and safety provided by the brand and encourages them to seek out the unique ‘Ragtime’ festival experience.
