The idea of duality jumped out to us immediately. We identified three components — dawn to dusk, two weekends, Supreme Court & City Hall, and built our idea around duality.

Illustration became the perfect style to highlight the volume of activities in the event. The orientation of the print application was designed in such a way that it could be viewed from both ways with the right-side up featuring daytime activities and the flip-side conveying the festivities in the night, reinforcing the idea of duality.

The campaign garnered 1,064,243 impressions on social media.

The campaign had a reach of 556,798.