hmv asked us to devise an overarching campaign that would run in-store throughout the Summer, with the specific challenge of promoting a wide entertainment offer at a notoriously difficult period of the retail calendar.

Capturing the spirit of Summer, we created the concept of 'Summerfest'; with a stage set that houses various musical kit and promotional items in a festival environment, including a branded hmv tent. Using bold 3D typography we designed iconic headlines, spelling out the key messages. Interchanging the set kits for each promotion allowed us to create a series of six offers that could stand alone or work together under one summery banner. The resulting campaign is used in-store, on posters and point-of-sale nationwide.