Leeds Bear Hunt » Small budgets. Big results
« Back to work147,000
Visitors engaged
709,000
Audience reach
£7,700,000
Total economic impact
PROBLEM:
How can you brand a city-wide art trail, when the children’s book the campaign celebrates has no connection to that city?
SOLUTION:
Invite the characters from the book to visit.
Working with our client, Leeds Hospitals Charity, we were the lead creative partner on this city-wide fundraising campaign. We created the campaign identity for the family-friendly public art trail: Leeds Bear Hunt.
The identity was created by expanding on the graphic assets and characters from Michael Rosen's much-loved children's book: We're Going On A Bear Hunt.
The campaign materials included OOH, promotional and event materials and much more. We also got our paws dirty, creating our very own bear: Polar.
Collaborating with Walker Books and Wild in Art, the trail (and the subsequent auction) raised funds to enhance the new Leeds Children's Hospital.
"EDNA were more than just a creative agency for us. As well as creating a ‘pawsome’ campaign identity, they got stuck into every little detail of the trail. They produced some really effective campaign materials. They even designed one of the stand-out bear sculptures on the trail: helping raise over 10% of the final auction total on its own. They were one of the major reasons why the art trail was so successful for us."
