Member Article

Switzerland based Federation chooses Leeds agency to take the reins for Longines FEI Jumping World Cup™ worldwide campaign

Leeds-based digital agency, Tall was recently enlisted to create a worldwide campaign to promote the Longines FEI Jumping World Cup™, the most significant indoor showjumping series in the world.

The Longines FEI Jumping World Cup™ represents the pinnacle of achievement in equestrian sports. The series is an annual highlight in the equestrian world, attracting 3 million spectators and top competitors from all over the world since it began in 1977. Tall, based in Marshall Court, Leeds has worked with the rights holder of the series and International governing body of equestrian sports, the Fédération Equestre Internationale (FEI) on several campaigns over the years - including the TwoHearts global campaign for the Rio 2016 Olympic Games.

The campaign includes the creation of graphical devices and guidelines around their use as well as animation style & behaviours.

Alongside the usage guidelines, FEI appointed Tall to produce a variety of event branding for the final which reflected their dynamic and exciting competition with a bold, confident visual approach.

The FEI already had a strong brand identity so Tall wanted to elevate the graphical style to a new level by introducing a bold and uplifting visual style throughout, to keep audiences engaged and reflect the momentous highs of the competition.

Using their recently updated visual identity work, it allowed them to apply this new identity into a raft of real-world executions - including arena banners, signage and custom branded jump obstacles specifically for the Longines FEI Jumping World Cup™ Final, as well as physical installation pieces used for social media promotion.

The result was Tall helping to create a strong visual identity for FEI themselves, whilst helping build keen anticipation for the final. Off the back of the success of the Gothenburg 2019 project, FEI has also commissioned Tall to take campaign creative lead for the 2019/2020 Longines FEI Jumping World Cup™ campaign.

FEI Marketing Manager, Vassilis Paradissis commented: “At the FEI we are very passionate about our sport and working with Tall has allowed us to create an identity which respects the rich tradition and heritage of our sport while continuing to refresh and modernize how we connect with millions of equestrian fans around the world.”

This was posted in Bdaily's Members' News section by Emily Long .