With the multitude of ice skating rinks appearing across London, Somerset House asked us to create a campaign that was going to stand out against the obvious clichéd imagery that had become common place. The design had to appeal to their wide ranging audience, from families, to teenagers, to city workers, to couples.

Our solution was not to show anyone skating, preferring to create an image that suggested skating. Evocative of skating lines, the digital abstract we created allowed the varied audience to interpret the image personally by simply seeing 'skating'.

The campaign was so successful that they asked us to repeat the concept the following year. The subsequent campaign used a similar technique, with added colour and dynamics.

Campaign included designs for

Adverts

Banners

Comment card

Invite

Launch programme

Leaflets

Posters

Postcards

Ticket wallet

Image and design Howard Wakefield

Creative consultant Peter Saville

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