Marketing one of Madison's largest summer music festivals
In 2017, AFFIRM was asked to help AtwoodFest better communicate the fun and funky quality of the event, and breathe new life into its marketing. Our first ideas were to use the festival’s namesake, David Atwood, who was one of the first Mayors of Madison, as our psychedelic spokesperson. This evolved into an equally "far out" imaginary family. After COVID threw us some curveballs in 2020, we celebrated the return of Atwoodfest in 2021 and 2022 with a heroic space launch theme.
The Results
With the new David Atwood mascot being integrated into the campaign and getting creatively updated each year, AtwoodFest has set records for both attendance and fundraising for three consecutive years. AtwoodFest shirts sell out every year, and the 2019 festival poster also won an American Advertising Federation ADDY Award in 2020 for Out-of-Home Advertising.
