Fill In The Blank
Noah Lambert: Creative Director, Art Director, Graphic Designer, Copywriter
Santiago Martin & Finley Shuurmans: Research
A spec campaign created for The Crowbar Awards.
Client: Lollapalooza
Brief: GET FESTIVAL GOERS AND MUSIC LOVERS TO RE-EVALUATE THEIR MUSIC FESTIVAL OF CHOICE BY SHOWING How CHICAGO'S LOLLAPALOOZA DELIVERS DEEPER CONNECTION AND A MORE AUTHENTIC MUSIC EXPERIENCE THAN COACHELLA.
Target audience: adults 18-34 years old. They are social media savvy, arts-and-culture connoisseurs, and above all else, crave authentic (yet shareable) experiences.
The Concept
FILL IN THE BLANK. Asking prospective Lolla attendees to imagine themselves in the action: authentic, messy, free. They see the blank, they need to fill it.
Out of Home
Candid, imperfect images with white silhouette cutouts. The text "Fill in the blank" pushes the viewer to imagine themselves in the moment.
On-Site Activation
The white silhouette motif is transferred to a blank T-shirt attendees can purchase upon entering the festival grounds.
Over the course of the weekend, every stain, marker doodle, or tie-dye attempt is permanently etched into the clothing. The blanks become filled: the shirt symbolizes the authentic experiences had at the festival.
This completely circumvents the clothing culture popular at festivals like Coachella, where the desire to look perfect can lead to the purchase of outfits in the thousands of dollars.
A blank tee, though? Twenty bucks.
Social
Paid ads expanding on the "Fill in the blank" OOH campaign.
Organic social media content created with the #FillInTheBlank hashtag.