GIF This City!
GIF the obelisk. GIF the funny weatherman. GIF the shark in Lake Mac. GIF that dreadlocked dog on Darby St. GIF what makes Newcastle awesome. This was our call out to all Novocastrian creators. The Newcastle International Animation Festival had a huge year in 2015, and in 2016 our challenge was to keep the excitement going. Our aim was to use the festival to reach and engage prospective University of Newcastle (UON) design and animation students but also build the local animation community and showcase the all-time creative talent in our backyard. GIF This City was born. Developed with our client, the University of Newcastle, the idea was to make prospective students part of the festival. It was a democratic competition and shareable, loveable GIFs were the perfect format – quick and dirty animation that anyone can create. The GIFs were judged by world-renowned New York agency Gif Horse and not only screened at the festival, but also projected by Hobo Techno four stories high onto the iconic Moorings building for two days to promote the festival.
Results: the festival received extensive coverage across television, cinema, print, radio, social media and creative fringe publications, reaching approximately 100,000 people. We grew the festival attendance by 10% to over 700 people and the kids’ session grew by a staggering 240% compared to the previous year! 45 amazing local creatives entered our competition (up 22% from last year, some as young as 8 years old!) and over 800 locals saw the incredible local talent via the projections. King St was buzzing over the two-day festival. For the first time, with UON we also ran a Q&A session with local world-class animation studio Planet 55, which successfully engaged 50 aspiring animators and grew their industry knowledge. The animators loved it, the locals were blown away, and with a rock star effort by our client and some brilliant partners we were stoked to help creativity continue to thrive in our incredibly creative city.
Trailer by Fluffy Cloud
Thumbnail imagery ‘Tiny Man’ by Cameron Gough
NIAF 2016 artwork illustration by Peter Millard
NIAF 2016 proudly sponsored by:
University of Newcastle, Newcastle Now, Tower Cinemas and Newcastle Herald.
Check out all the entries to GIF This City! here
- Marketing Strategy
- Social Media Strategy
- Social Media Management
- Marketing and communications
- Industry engagement
- Sponsorship engagement