Way Out West is a three-day festival in Gothenburg, Sweden and a must for all music-loving, culturally oriented young minds. The target audience is conscious, picky and aware of their image.
Metro is a partner and 2014 we developed a concept based on a desire to be unique. We built a barbershop and nail salon on site at the festival where the hipsters could get help with their festival image. On site you could also hang in the lounge area to music by the DJ Lina Hager.
Prior to the event we launched a campaign that targeted our readers and that was based on the event theme. The Metro readers could compete on Instagram by publishing pictures on their nails and beard, the winners got three day tickets to Way Out West.
I designed the lounge area and the bureau Fredag Event made it happen in real life.
Logotype for the barbershop
10 000 tote bags were hand out to the visitors. I Illustrated the bags with lyrics created from some of the playing artists top hits.
Ads that I Illustrated and created.