Type of project
Advertising, Campaign,, Art Direction
Year of project
Art Direction: Carlos Velasco
Copy / Earthstock Director: Shelby Janke
Social Media: Shelby Janke / Sarah Thompson
Photography: Allyssa Hynes
ABOUT THIS PROJECT
EARTHSTOCK: Four Weeks to Learn & Grow is an annual month-long series of events hosted by UNL’s Environmental Sustainability Committee. The programming is diverse and ranges from music festivals and block parties to community forums with local policymakers. Now in its fifth year, and following a major redesign the previous year, Earthstock focused on celebrating a half-decade of programming by remembering the special moments and people that have made the event possible, and by refining communications to reach the most people as possible. The result was the most successful and cohesive Earthstock yet, with a strong foundation for years to come.
This year's visual style collaged memories and moments from years past inside the iconic Earthstock mark, by reinterpreting the logo system that was used the previous year to arrange information, the system became fluid and consistent to use across various sizes, with artwork that celebrated five years of sustainability programming.
Event Nº 1
Event Nº 2
Event Nº 3
Event Nº 4
Day of Service
Due to inclement weather, this event was unfortunately cancelled.
Event Nº 5
Earthstock Music Festival
International Population Posters
"Protect Our Planet", this message of sustainability was created in Mandarin, Arabic, Vietnamese and Spanish to capture attention from the most spoken languages among Lincoln-area internatinoal populations. This was based after positive reaction from social media snapchat stories that utilized multilanguages the previous year.
Digital + Social Campaign
Our work with the Daily Nebraskan student newspaper the year before had produced the ads with double the click rate and engagement than other ads they had featured in the past. This year we followed with a similar web ad model featuring a campaign of various sizes and digital billboards to be placed across the University campus.
Social Media was spread out across platforms Facebook, Instagram and Twitter with special takeovers of the University's snapchat account for the block party. This year's strategy saw fewer attempts to direct engagement through promotional posts and instead more engagement through organic content. By doing this Earthstock was able to use its established name and brand, its large organic reach and its channel of sponsors to better allocate its budget to other promotional and programming endeavors.