The Brief:
Promote the Dirty Dozen's long awaited return and garner interest within the breaking community. The target audience are young breakers under age 18.
Promote the Dirty Dozen's long awaited return and garner interest within the breaking community. The target audience are young breakers under age 18.
Goals:
1. Create promotional posters and winner plaques to motivate young breakers to join the tournament.
2. Develop creative ways to construct a unique sense of immersion for competitors.
3. Inform both the new and old generations of breakers about the history of the Dirty Dozen.
Challenges:
Promoting a breaking tournament in a new and innovating way is always risky. Dancers are used to just one singular poster giving them all the information they need. Finding a creative and unique way to immerse young dancers in the tournament could backfire and only cause confusion.
Unique Solution:
I made the initial poster detailing all the necessary information about the tournament, as well as the winner's plaque, to clearly communicate what the tournament is about. To properly immerse competitors, I created matching player identification cards that determine what side of the bracket you're in. If your card punches to the right, you're on the right side of the bracket. If on the left, you're on the left side. As for the prize, instead of a simple cash prize, I developed prepaid Dirty Dozen debit cards so competitors can feel a sense of exclusiveness and prestige as Dirty Dozen competitors while they earn their prize money. Each win they earn in the bracket will net them $20, so everyone can win some money at the same time.
