Kristine MacDonald, Jordan Anderson, Tiffany Chin and Robyn Huizinga
We strategized to create a new identity and advertising campaign for the Edmonton Sour Dough Raft Race.
This project involved doing a lot of research into important aspects of the festival, and what audiences we wanted to target with the ad campaign. We talked to different age groups about what they knew about the race, and gathered that it was far more familiar to those who are 40+. We decided to target university students who might have an interest in designing and building rafts. We built our own small rafts and created a story through the photography and copy.
This campaign gave me experience with working as part of a group and making sure everyone is on the same page. There were many pieces to the campaign, so working together to create a cohesive look and feel was very important. I learned that communication is key when working with others to make sure you share the same vision.