The Rock The Light video was a work of passion, fun and plum hard-work! We wanted to convey that Rock The Light is so much more than it ever has been before. Now at Youthfront South, we have the ability to offer attendees so much more than we could in past years! We wanted to express that Rock The Light will have so much going on that you, your family or your youthgroup will have to pick and choose what to see and what to miss!
But what was the best way to communicate that Rock The Light is now customizable? The answer was YOU! So we asked past attendees to share their opinions about Rock The Light with a camera pointed at them. Then came our marketing theme, which is centered around a scrapbook feel (again all about the memories you create at Rock The Light) and our new logo.
We determined that we needed a really cool, old orange chair to create in an artsy, if not slightly esoteric, continuity between the testimonials, the location and our marketing campaign. Easy enough, right? Wrong. Turns out there are approximately 4 vintage orange chairs in world (not really, but it felt like it). We searched the country, via craigslist, for this Everest-of-a-chair. Turns out, we found one in Nashville, TN, where half of our operations are located. Without a thought we bought the bargain focal point and toted it to the tiny and already over-crowded RTL office. Then came the issue of transporting the chair from TN to Kansas City. Turns out Southwest Airlines will in fact let you check a vintage orange chair and, as long as it’s under 50lbs, you can even check it for free. Southwest will not, however, permit you to sit on said chair during your flight, as we were informed by the customer service representative over the phone.
Visions of baggage handlers danced through our heads and fears spiked. This chair had to make it to KC in time for the shoot, or we’d be shot out of luck! So we reached out to our network of festival friends and followers. Andrea Anderson stepped up to the task and picked up our orange beauty, while she was visiting Nashville to work at a local university on her thesis. Andrea delivered our chair to the Kansas City Community Relations Directer in time for the shoot, keeping the airplane aisles of Southwest free and clear of orange velvet.
The shoot was amazing and, we think, successful (let us know what you think). We had a great time, met some new friends and bonded over our love for Rock The Light and our orange chair – which the group named Gertrude.
Check out the video at www.rockthelight.com (click on the videos picture on the homepage).
Rock The Light
entertain.engage.enlighten.
Sincerely,
Rock The Light
