Southbank Centre's
Festival of Love

 

Brief

Southbank Centre's 2014 summer festival was built around the theme of love. 

The Ancient Greeks had a variety of words for 'love' depending on the context. Seven of them were chosen as departure points for the talks, debates and exhibitions at the festival.

Storge = family love
Ludus = flirtation
Philia = love of a teammate / fellow solider
Pragma = love that endures (such as a long-married couple)
Agape = love of humanity
Philautia = self love
Eros = sexual and romantic love

Solution

Art director Gail Foster and I worked up this fun campaign which drew on the enquiring nature of the festival.

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