The Festival's 30th Anniversary of Malmo Festival deserved a grand approach, and Snask wanted them to be able to celebrate in style. Building on the success of the 'Paper' campaign the year before, they set out to create a visual that had never been seen before.
Snask went big. The Festival’s marquee graphic was created by a 13x8 meter installation that offered much more than just a cool image: it was fully interactive. They photographed the massive art piece from the sky to act as the graphic identity, but once it was complete it became an installation that visitors could jump, climb, or just plain chill on. It took 10,000 nails, 175 liters of paint, 280 plywood sheets, and 14 people working 900 hours to create.
This project for Malmo Festival has been featured in hundreds of articles around the world, including AdWeek, Creative Review, and HOW Design. Approximately 1.4 million people visited the festival over eight consecutive days. The praise from visitors in the streets and from the global creative community exceeded all ours and the Festival’s expectations.