Romania’s festival market is quite full. During summer, there’s a festival happening almost every weekend. We included both large and medium-small sized ones.
In such a crowded market, our client’s wish was to create a niche event that will outstand amongst the outdoor electronic music based festivals, placing the Magura Aerodrome on the Romanian map of techno events.
The core concept behind the design of the logo, based on a leafy heart, is pushing forward the definition of the term “Chronic” (matured and unremovable) and makes an analogy to the concept of grounded (which grows roots). Therefore what grows roots, grows leafs too.
During the campaign, a rather funny incident happened at another festival that shares the same targeting as our client. We’re speaking about a young lady that climbed on the DJ booth stoping the music. We then decided that we should be aware learn from others’ mistakes and we’ve included into Chronic Love’s rules that climbing on the DJ booth is strictly prohibited. This initiative was received with smiles by the crowd, counting lots of impressions on social media and giving a solid organic growth of the awareness.
We wanted to make sure the people will enjoy a more than a musical experience so we created a special cocktail named “Chronic Tonic”. This got us some quite good impressions, people posting pictures of it on social media.