BRIEF:

Over the course of Semester 1 during the Art Direction Advanced Web Design module you will be
creating an integrated brand communication campaign to promote and communicate next year’s
Freedom Festival. As a warm up challenge you are being tasked with a mini 1 week brief, that will
also be a digitally enabled campaign to encourage residents and visitors to Hull to use public
transport, rather than drive within the city. Air quality particularly in urban areas is an increasing
concern all over the world, as is the cost of living for ordinary people in the UK.

In response to this Hull City council are launching a new electric powered bus service within the city,
which will be known as the Big Green Bus*?! Fares will be heavily discounted £1 for anywhere
within the city, commuters will be encouraged to use the new big green bus* card which offers
further discounts and benefits. The advantages of this service are obvious: cleaner, greener travel
at an affordable price for residents and visitors to the city.

For this mini 1 week brief, you are tasked with creating a digitally enabled online campaign that will
encourage people to use public transport (The Big Green Bus*) in Hull rather than drive in response
to environmental concerns: air quality, sustainability and to help alleviate cost of living issues.

The brief is open but it must be digitally enabled: Think online banner ads, SM posts on Facebook,
Instagram, Twitter (X), Threads etc. There could also be experiential & environmental applications:
digital / video projections, a lenticular** billboard or adshel posters. Think about the customer
experience, how will residents find out about the offer and receive the key messages / call to action.

At this point the idea is the most important thing, don’t worry about how to actually create it if you
don’t have the appropriate digital skill-sets yet. Visualise your ideas, so we can understand your
thinking and what your proposing. It could be communicated via typography, iconography,
illustration, photography / video. It could utilise audio, animation / moving image, think about
the tone-of-voice of your campaign, is it informative, friendly, local, quirky?

*If you have ideas for a better brand name than The Big Green Bus, please do propose alternatives.

What we have produced:

– Mood-board

– Typographic Logo / Illustrative Logo Mark

– Web Ads / Banners

– Storyboard For An Ad

– Animated Ad Video