The Challenge
The Fringe Festival’s extensive program can quickly feel overwhelming. The challenge was to provide clear guidance while also conveying the festival’s diversity and spirit of cultural discovery.
The Goal
A campaign that sparks cultural curiosity and transforms the vast array of Fringe offerings into an intuitive, easy-to-navigate experience
OOH
The Idea
The Edinburgh Fringe Festival offers thousands of cultural experiences, but its sheer size can quickly make it feel overwhelming. “Get Fringed” helps you navigate the extensive program while allowing you to experience the transformative power of culture firsthand.
Based on the idea that culture can act as a medicine for the mind and perspective, the various festival genres are depicted as color-coded “pills.” Pharmaceutical-inspired details such as dosage, effects, and side effects playfully illustrate how cultural experiences can change the way we think, feel, and perceive the world.
Storyboard Social/Commercial Clip
Activation/Guerilla
Execution
(360° Campaign)
The campaign is executed across multiple channels and combines inspiration with guidance. Through a unified visual system of color-coded “pills” representing different Fringe genres, the festival becomes both an emotional experience and easier to navigate.
Social Clips: Short films show how cultural experiences can change perceptions. Starting from everyday situations, the protagonists discover new perspectives on their surroundings through Fringe events. Each story is assigned to a genre and a “pill.”
Commercial: The main commercial conveys the central idea of “Get Fringed.” Culture is presented as a kind of medicine for the mind and perspective. Attending Fringe events doesn’t change the world itself, but rather the way we perceive it. It weaves together the stories from the social clips to create a larger narrative.
Posters (OOH): Each genre is assigned its own color-coded pill with a unique imprint and pharmaceutical information on effects, dosage, and side effects. The posters grab attention and help visitors intuitively categorize events into the various Fringe categories.
Wayfinding System in the Urban Space: Colored lines on streets and sidewalks guide visitors to the respective venues. The colors correspond to the individual genres and create an easy-to-understand wayfinding system within the extensive festival program.
Festival/Artist Postern & Venue: Artists and events are assigned to their respective genres through color-coded frames and markings. This ensures the system remains consistent and easy to understand even within the existing Fringe communication.
Activation: The colored lines become a visible part of the cityscape, transforming Edinburgh into a walkable map during the festival. Visitors follow the colors, discover new venues, and are playfully guided through the Fringe experience.