COIN Concert

Client: Boston College

Role: Concept Developer, Art Director, Strategist, Photographer

Create a campaign to make BC students aware and excited for the fall concert series, “Stokes Set“ with this years headliner, COIN.

TASK

STRATEGY

Upperclassmen already know of this concert series and underclassmen want to be in the know, so we want to dive right into this assumption making Stokes Set stand out as a staple tradition and give space to highlight the artist of the year. Have the work of the artist lead before their image as their songs lend perfectly to this powerful ambiguity.

EXECUTION

Using guerilla techniques, litter campus, literally and digitally, with the lyrics of COIN. This includes different variation of flyers that are copy focused with different lyrics that would engage the student audience, utilizing “how will you know if you never try“ as our core quote. Beyond social media and flyers continue to invade spaces by play their music around campus, giving out fortune cookies with 10 different variation of song lyrics and hang a banner over the parking garage. Drive home the fact that you already know what’s coming (the fall concert) if you are in the know and are just waiting to see who the headliner is. This drove record ticket sales that increased 15% year over year and sold out not only in record time but with an additional 500 tickets.