Project Overview

The project aimed to design a visually striking and impactful bus stop advertisement to support and promote the Fiji national rugby team, known as the "Flying Fijians," during the Rugby World Cup 2019 in Japan. The advertisement needed to capture the essence of Fijian rugby, inspire national pride, and resonate with both Fijian supporters and the broader rugby community. The campaign focused on the team’s strength, unity, and determination, encapsulated in the Fijian phrase "Toso Viti Toso," meaning "Go Fiji Go." The placement of this advertisement in public spaces such as bus stops ensured maximum visibility, reaching a diverse audience and generating excitement for the team’s participation in the tournament.

Design Objectives

The primary goal of the design was to create a compelling and visually engaging advertisement that would stand out in a public setting. It needed to embody team spirit by highlighting the camaraderie and unity of the Flying Fijians, reinforcing their strength and determination. National identity was an essential aspect of the design, requiring the incorporation of Fijian cultural elements and symbolism to strengthen the emotional connection with supporters. Consistency with Rugby World Cup branding was also crucial while maintaining the unique identity of the Fijian team. Additionally, the messaging had to be clear and impactful, with the slogan "Flying Fijians – Toso Viti Toso" presented in a bold and easily readable format.

Challenges & Solutions

One of the key challenges was ensuring that the design was visually impactful and readable from a distance, given the dynamic environment of a bus stop. To address this, a high-contrast black-and-white colour scheme was used, with bold typography that ensured clarity and legibility even from afar. Another challenge was selecting imagery that effectively conveyed the team’s unity and determination without excessive complexity. This was solved by using a black-and-white photograph of the team huddled together in a moment of solidarity, creating a dramatic and emotionally engaging effect.

Standing out in a potentially cluttered urban space was another difficulty. The solution involved implementing a sleek, modern layout with clean typography and a balanced composition, ensuring that the advertisement remained visually dominant and memorable. The message also needed to resonate with both a local Fijian audience and international rugby fans. To achieve this, both English and Fijian text were included, making the advertisement inclusive while reinforcing national pride.

Final Outcome

The final bus stop advertisement successfully delivered an inspiring and visually arresting design that celebrated the Flying Fijians' participation in the Rugby World Cup 2019. The strategic use of a powerful team image, bold typography, and high-contrast design ensured strong visual appeal and engagement. The advertisement’s placement in high-traffic areas helped maximise exposure, fostering excitement and unity among Fijian supporters and the global rugby audience. The project met all design objectives, reinforcing the identity of the Flying Fijians while aligning with the branding of the Rugby World Cup. The result was an impactful and memorable campaign that effectively communicated national pride and support for the team on an international stage.

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