JAIME CALAYO

CREATIVE | TORONTO, ON


NBE WHEREVER THE NIGHT TAKES US

design
  • clientNuit Blanche Edmonton
  • categoryIdentity, Map, Guerrilla Event, Social Media
  • in collaboration withCalder Bateman Edmonton, Wayfinding Society

The theme for NBE 2015 revolved around the idea that there is no right way to experience Nuit Blanche. Inspired by the unstructured adventure of the Situationaist International, we took the idea of the dérive (drift) and used it to playfully get festival goers to reexamine the way they see their city and  “lost on purpose”.

The map was no longer a wayfinding tool but a way to randomize and record your adventure with the hopes that people would encounter entirely new and authentic experiences in familiar spaces.

The theme was expanded to maps that folded into paper fortune tellers. Using the fortune tellers would help randomize your evening.

A social media campaign was also used to explore the idea of reexamining your world by getting Instagram users to take screenshots of our posts, apply filters to them and uncover hidden messages.

To promote the big night, we also put together a guerrilla event where we collected as many people as we could to create the world’s biggest map marker made out of people. The event managed to attract 300 people and was shared on social media. A video recapping the event is below.

des_NBE_drone_video

des_NBE_drone_video_thumb

  • clientNuit Blanche Edmonton
  • categoryIdentity, Map, Guerrilla Event, Social Media
  • in collaboration withCalder Bateman Edmonton, Wayfinding Society
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