LF.DESIGNS X CREATIVE.RAVINIA
Roles: Illustrator, co-designer and strategist
Software: Adobe Photoshop, Illustrator + Procreate
Aim:
To create a Celebrity Collaborative Campaign
Insights:
Haribe is a concept collaboration of Brand and Celebrity endorsement, aiming to connect both Beyonce and Haribo's charitable and family-orientated ethics to make a new limited edition Haribo sweet. Beyonce’s Hive theme and our creative proposition of ‘Fun Buzzing’ led the art direction.
After some research on Beyonce and Haribo, we listed some outstanding elements between the two. This included; the 'Bee Hive' fan Base of Beyonce that is used as a promotional element for the campaign and the family-friendly identity of Haribo. We took these elements and created a new Haribo product rendition: Haribey - A Honey flavoured gelatin-free sweet treat.
We used one of Beyonce's existing charity sponsors 'Save the Children' as the central purpose, which fits and resonates with the family-friendly target audience.
Overview:
This was a fun campaign to do and was great to work in a team, mould our ideas together and split work between us to create an all-rounded campaign. Being able to criticise our own work and making amendments was so much easier as a pair as we could quickly see what was working and what wasn't, as we progressed and developed our ideas.
