Elastic Group

YCK

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DESCRIPTION

Engaged by NTIA and digital publisher TimeOut we were asked to design and create one of Sydney’s newest and most exciting entertainment precincts. The York, Clarence and Kent laneways are a hub of amazing bars, eats and events but it needed a new brand identity to attract punters back into the area. 

To do this we developed a new visual identity for YCK including a logo, branding & style guide. We also created a website to promote the grand opening of the ‘new’ district as well as social assets and display banners for exclusive YCK events over the launch period.

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INSIGHT

In order to mitigate risk of COVID 19 NSW needed to adjust to a new normal. Industry and individuals need to be vigilant and proactive.


THE IDEA

A consumer-facing campaign that models good behaviours and drives meaningful change with how we interact at venues. This campaign normalises positive behavioural change and drives a memorable adapted going out ritual.

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RESULTS​

Earned media reach ~37m (and counting), ~$500k oOh Media value +1.2m reach, Trade support 75 venues across NSW and counting, +50k Time Out media value +300k reach, Consumer media coverage across 9x radio stations, 5x TV networks, 2x major news publications.

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NTIA // CHECK CHECK CHECK

OTHER WORK

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