United States

2020

The AARP Block Party travels to many cities, visiting local

Entrant Company

AARP

Category

Event

Client's Name

AARP

Sub-Category

Public Event (NEW)

The AARP Block Party travels to many cities, visiting local community events all across the country. In 2019 it got a makeover, that included a new mark, color palette t and structure. The mark and color palette were created to invoke a sense of fun and whimsy while staying close to AARPs primary brand color – red. The structure was built to help to create a 360 experience to showcase the event activations that told the story of what AARP does in a fun and engaging way. These activations include a connect to affect wall, to help fight social isolation, AARP asked how attendees stay connected to their community and encouraged them to take home a magnet with a tip on how to forge personal connections. A photo wall with festival theme backdrops to promote fun and outreach through social media, a Making Memories Match Game that helps attendees learn more about AAPR using the classic memory match game, an AARP Members wall that touch’s on member benefits and gives us an opportunity to celebrate our members that attend the booth with a gift and travel theme vending machine to promote aarp travel. Each activation was unique so the challenge for the creative was to create a cohesive experience while maintain the fun unique experience for each activation. Along with creation of the graphics was the build of a unique structure. This structure was created with the idea of bringing a bit of modern together with a bit of whimsy to help promote the block party vibe. It has the branded AARP A rotating on top to ensure that in a sea of tents that we stand out.

Credits

Brand Services Creative Manager
Michelle Moser
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