The Care Show Birmingham’s 2023 creative transformation of line illustrations wins the ‘Best Use of Creative/Brand’ award at the Exhibition News Marketing Awards on 15 February 2024, at De Vere Grand Connaught Rooms in London.
Produced in partnership with t&s creative communications, a fully integrated, creative, content marketing agency based in Bristol and Soho. The award-winning creative concept was designed to maintain the fun, outside-the-box thinking of the Care Show team and include a story-telling element that would maximise visitor engagement and differentiate the communications and immersive elements from those of its competitors.
The chosen concept included illustrated hands forming a heart shape with a green centre. The pen lines of the illustration became a central theme of the visual identity of the show, and the green heart imagery perfectly aligned with the green heart emoji used widely by care professionals on social media to identify themselves as part of the care sector community.
The new creative presented a visually appealing narrative, and the continuation of lines was adapted into different shapes and drawings across the whole show, including replacing the conventional floorplan with an illustrated map – offering more cohesion and brand consistency across all marketing channels and onsite.
Shannon Campbell, Group Marketing Manager of the Care Show Birmingham said: “The Care Show marketing team showcased a strategic and thoughtful evolution of its creative in 2023. The collaboration with t&s creative communications was instrumental in bringing the innovative concept to life. The meticulous execution of the creative used across various touchpoints in the campaign and at the show contributed to a compelling narrative in utilising the creative to its fullest potential.”
The Care Show will return to the ExCeL London on 24-25 April and the Birmingham NEC on 9-10 October 2024.
Tickets are available for the London event at: https://www.careshowlondon.co.uk
