A creative Christmas campaign that reached over 5,000 people
Every year St George’s Church hosts several festive services which aim to reveal the Christmas story in a fresh, thematic way. Last year, working as part of a team I was involved in creating the celestial campaign known as ‘The Search’. The narrative of The Search drew upon a set of messages to cater for multiple audiences and services throughout the season. Promotion of the campaign was distributed through a range of online and offline mediums.
Look Beyond. The first of these messages invited millennials to 'Look Beyond' their expectations of Christmas by shining an altogether different light on the subject matter. Here the commonly sedate Star of Bethlehem was reimagined as a pulsing supernova, capturing the vastness of space in the light of the explosion's final spark.
To simulate this movement, a range of starry backdrops and animations were created to support daily teasers promoting the StG's Contemporary Carols concert, which helped garner an organic reach of over 5,000 people on Facebook.
Look High, Look Low. The second narrative of The Search encouraged families to 'Look High/Look Low' and discover the 'stars' of the nativity story. Drawing inspiration from bygone constellation maps, the design encourages a closer look at the familiar, from the lofty to the lowly. This idea is furthered by the dot-to-dot (star-to-star) construction of the brand's main typeface.
The characters depicted were carried through multiple aspects of the campaign, including business card invitations and a spoken word prologue video.
Finishing touches. The final part of creating The Search involved collaborating with a team of artists to transform the interior of the church. This led to the production of a large telescope, multiple stars and a banner produced with fluorescent markers to glow above the light of a UV canon.