Ural Music Night - "Layered "

Voskhod

Voskhod Ekaterinburg, Russia

4550

Title	Layered
Agency	Voskhod
Campaign	Layered
Advertiser	Ural Music Night Festival
Brand	Ural Music Night
Date of First Broadcast/Publication	2019 / 3
Business Sector	Trade Shows, Events & Festivals
Tagline	Music, mountain
Story	Ural Music Night is Russia’s big event that takes place in Ural. 1 night, 2 000 musicians, 100 stages, 50 music genres. And only one identity, suitable for any venue from the Opera theatre to a fancy bar. The festival’s transforming identity changes its character depending on the musical genre. It is based on an image of a street ad poster – where different posters overlap each other and artists, events and genres hurry to change one another. Every festival’s ad poster seems to be assembled from pieces of different posters, and paper contours remind us of the easily recognized silhouettes of the Ural Mountains. Layers of the posters are informative as well: the main upper layer is about the festival, the middle one is about the particular stages, the lower layer tells about the musicians and schedules. Every venue can create unique ad posters, leaflets and souvenirs on their own using ready-made patterns, thus corresponding to the original style of the festival. In 2018 the festival grew by a record number of visitors - plus 200 000 guests
Media Type	Digital
Length	95 seconds
Creative Director	Andrey Gubaydullin
Design Director	Vladislav Derevyannikh
Art Director	Kirill Ratman
Designer	Aleksey Klimov
Designer	Maxim Geychenko
Sound Design	Misha Kokorin