The Guardian X Glastonbury 2019
Glastonbury festival is one of The Guardian's biggest brand activations of the year. Every year, they commission an illustrator to decorate the look-and-feel for their onsite presence, as well as for all of their marketing comms.
Specifically they needed a concept that would marry the brand purpose with the spirit of the festival. Something that would enable the illustrator to create five distinct illustrations for the free backpacks, given away with every purchased copy of the newspaper
I came up with the idea of day to night. I paired times of the day with elements of the brand purpose (Morning: Hope, Midday: Clarity, Night: Imagination). The sun and moon are powerful symbols - and they nod to the reality of the outdoor experience of camping at the festival.
Our amazing illustrator, Xaviera Altena, was briefed using this concept on each of the five bags and across all of the Glastonbury comms. She and art director Michela Comisso worked closely together to create all of the assets. And by the end of the festival, every bag had sold out.