We’re sure that there will be heaps of praise for the recently concluded Next Wave Festival. For us, we would like to take a moment to put the spotlight on the festival guide as we found heaps to love inside it.
We found this ad on the last page. Direct, to the point and using a suitable gardening analogy without relying on any excessive visual flourishes, this ad may not win any awards, but for a festival guide that’s over 50 pages long and crammed with performances, venue details, ticketing information, this isn’t the place to go with an overly complicated ad to compete with the rest of the pages.
Best of all, the placement of the ad on the last page shows how attentive the designers have been to the reading pattern of people. After browsing through the many performances included in the festival earlier in the guide, the reader would then be shown this ad on the last page, like a gentle reminder that the preceding performers and artists listed in the guide would not have fulfilled their potential without the right support along the way, suggesting that budding artists don’t necessarily have to struggle.
And the same touch goes into this other bit of eco-friendly advice on Page 5 of the guide. It’s such an unexpected serving of green tips and written in such a personable way that it never comes across as preachy. Best of all, it may actually be fun acting upon their advice. Taking public transport or cab sharing never sounded this lovely.