The British Film Institute today launches a multiplatform poster campaign for its London Film Festival, created by design consultancy Fig Tree.
The London consultancy won the business in August, with a brief to ‘enlighten the audience’, following a three-way competitive pitch.
Fig Tree has turned the project around in a month, choosing a typographical design that will run on the sides of buses in London, as well as on billboards across London Underground and London overground stationss.
The designs will also be rolled out across West End poster sites in time for the festival – now in its 52nd year – which takes place in October.
Fig Tree has created an original identity for the campaign, informed by Johnson Banks’ brand guidelines for the BFI, created in 2006.
BFI originally briefed the consultancy to create just one poster, but increased its budget to finance a campaign of four posters and four quotes.
Fig Tree creative director Paul Hogarth explains that the designs use quotes from film directors, including Anthony Minghella (‘Something so powerful as film should be celebrated and understood’) and David Lynch (‘Life is very complicated and so I think films should be allowed to be, too’), to speak to the audience directly.
‘Researching the quotes was a challenge. We needed statements that would relate film to someone as an individual, rather than concentrating on the inward-looking nature of film-making,’ Hogarth says.