Colour Me Rad is the annual festival of colour where you run a 5K marathon with your friends or team while getting yourself covered in colour powder.
The strategic focus of this year campaign is collaboration. Its goal is to target the market segment that doesn’t attend the event because they have nobody to go with. It encourages people to come to make new friends and collaborate. The goal has been reached through using a number of design principles as well as a strong and encouraging call to action.
The design solution was to express fun and excitement of the event through abstraction to make it distinct from the previous years’ ads and better appeal to the target market.