LEEDS HOSPITALS CHARITY » Leeds Bear Hunt
« Back to work147,000
Visitors engaged
709,000
Audience reach
£7,700,000
Total economic impact
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.
How do you create a visual campaign for a city when the book the campaign is built around has no link to that place?
Why not transport the characters from the book's pages to the city?
"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."
