An event with an extremely varied audience — families, young people, tourists — each needing a different message, while the identity had to stay single and coherent.
We built a flexible system with one anchor colour and three sub-languages, producing over 200 content pieces in three weeks without the campaign losing cohesion.
We defined three core segments and a clear message for each.
We designed one language with three visual tracks built for fast production.
We produced 200+ pieces with a distributed team over three weeks.
The scale was daunting and the schedule worse, but the team delivered every single piece on time.