Ripple festival
In recent years Distortion lost a lot of its community’s loyalty.
77.4% think Distortion has become worse in the last 5-10 years.
83.9% think that distortion is important for Copenhagen’s social and cultural scene.
How do you Market an underground festival that encaptures the roots of distortion without compromising on safety, cleanliness and decency?
Individual School project
Exploring the idea of filling a cultural void by conceptualising, producing and executing a unique take on how to do festivals.
The Idea
To bring back the origin of Distortion, you had to look at what Distortion was back then. It was truly underground, obscure and rebellious. Having a ‘666’ bus driving around with party goers that stops around the city with where there’s pop-up concerts, DJ’s that play death metal in cafe’s and parties on a canal tour boats.
Distortion had become too popular for it to embrace it’s roots in the underground, electronic music is no longer only for the outcasts, EDM is the new pop. To get the old back it was necessary to reinvent the wheel.
I reimagined the name Distortion as a way to distance Ripple from Distortion, but still keeping the common thread.
Distortion noun /dɪˈstɔːʃn/ The act of twisting or altering something out of its true, natural, or original state
Ripple noun /ˈrɪp(ə)l/ A usually slight noticable effect or reaction
Marketing a rebellion
Marketing Ripple as a rebellion and a feeling made sure to capture the nature of the underground and what Distortion was build on. With posters visualising ecstasy, connection and rebellion. While also encouraging action and engagement.
The use of stickers with nothing but a QR-code and a logo brings back the illegal raves, where you would find flyers and stickers, with nothing but some coordinates and a time where you could get a map that led you to the party, on around the bathrooms of venues and bars.
Giving call to action to become a part of the festival
By hanging up empty posters you nudge the rebels walking by to add their own art to the posters.
