We Are What We Do™ is a global movement that believe not only politicians, celebrities and big businesses can make a big change in the world, ordinary folk can too. Just by making small changes, like recycling, turning off lights etc. the larger population could make a big difference. WAWWD™ wanted to run a festival to spread this message and encourage people, from any age and walk of life, to make those little changes.
From this brief, I came up with the concept of Momentum.
Momentum in itself, is a fun family-friendly festival. However, the key message behind it is to inspire people to make small changes that will collectively help the environment and encourage community and kindness. WAWWD™ envisions the festival to travel between cities and spread their message across the world.
Both the branding and marketing is inspired by the progressive nature of the festival. The branding needed to promote inclusivity, everyone is welcome to the festival – anyone can join. The marketing needed to have another purpose along with simply promoting the festival, to be more engaging than simply a flyer or advert.