In 2020, The Kennel Club approached Oink to design a new CRUFTS campaign that would elevate the brand, pay homage to its rich history, all the while welcoming both old and new customers world-wide. The danger was to avoid the brand being perceived as too elitist or pretentious.
Our solution was a fully illustrated campaign, placing the pedigree dogs front and centre, perceiving the world of CRUFTS as the one place on earth where every dog, (and human) has their day.
After a successful, visually striking and universally loved campaign during 2020. We felt, there was a unique opportunity to expand upon the previous campaign style in order to reconnect the public to Crufts after its 2 year hiatus.
We proposed a pre-launch / post launch strategy based on expanding upon 2020’s campaign style helping reconnect the public to Crufts and reinforce the brand.
We proposed a pre-launch / post launch strategy based on expanding upon 2020’s campaign style helping reconnect the public to Crufts and reinforce the brand.
Designed at Dare Creative.
Prestigious personality
I developed a digital watercolour illustration style which CRUFTS could own as their own. Watercolour Illustrations of each dog breed were complimented by vibrant colours alluding to the varying personalities of the dogs themselves and accented by gold leaf to allude to the prestigious competition.
CAMPAIGN
The following shows some of the campaign elements.
CAMPAIGN
The following is an animated video using a series of my illustrations, highlighting all the Magic of Crufts and what makes it so special for public, spectator and competitor alike. The video was animated in house at Oink by the super talented Barry Kade.
