2014 Winners & Shortlists

Brief Explanation

The challenge was to create something that was a visual take on the rides name - Creek Safari. Develop a visual style for the ride that reflected the word Safari and bring to life the 'Ride a different side to your city' positioning.

The Brief

Create an invite to the Fishtail Ride 'Creek Safari' that would entice, intrigue and promote a hint for what the ride would encapsulate without giving away too much about the ride itself and the destination to be ridden.

How the final design was conceived

Following the theme of safari we imagined being on the plains of Africa, photographing the lansdcapes and wildlife so we thought a camera would be awesome for people to capture their ride. For the camera wrap design we wanted to create an animal print to add to the Safari part of the ride's name. We developed an abstract of a map of the Creek area and distorted to create a animalesque pattern.

Indication of how successful the outcome was in the market

The invite was used to capture the ride, giving PUMA great content. The idea of photographing also encouraged riders to Instagram their experience increasing the social following of the rides and opening up the Fishtail concept to a wider audience.