2013's theme was Citizen Fringe. It was about the importance of people in making a place what it is. With this in mind we wanted the campaign to feel less like it was trying to persuade. Our initial thought was to make it a gift, like a bunch of flowers. The flowers stuck but the concept evolved to include people, covered in floral patterns in front of a floral background. We loosely called the idea Riot of Summer. We continued the tension between hard and soft through the layouts using a large heavy serif typeface like a beautiful blunt tool.
From Aad and elsewhere