Picture this - a great surge of horse riders sweeping in from all over Normandy; all of them ready to take part in the different competitions that make up the Alltech FEI World Equestrian Games™ 2014 in Normandy…This imaginary scenario has been created for the start of the 2014 Games’ advertising campaign that was launched on 6 June, on the anniversary of the D-Day landings on the Normandy beaches.
The term “scenario” is particularly fitting as the agency Prodéo and the illustrator, Jeff Wack* - the creative designers and directors of the campaign – have purposely brought a cinematographic feel to the poster; harking back to certain major Hollywood blockbusters of yesteryear!
Creatively, they have set out to showcase the rich diversity of the event and the region itself. The eight competition disciplines - from Jumping, to Eventing, Dressage, Reining, Endurance, Vaulting, Driving, Para-Dressage, Polo and Horse-Ball - as well as the venues hosting them from 23 August to 7 September 2014, have all been represented in both a realistic and lively way. Working from real photographs, competitors and horses have all been redrawn down to the most minute detail.
This was also the case for key sites such as the Abbey of Saint-Etienne, the Mont St Michel, Le Pin National Stud, the cliffs of Etretat and the Normandy Bridge. Those legendary sites form the perfect backdrop for the horse riders, and represent a testimony to Normandy’s richness and diversity.
More than anything, the poster is an invitation to the biggest equine show there is; one that promises the public both sporting achievement and the opportunity to witness a unique event.
Sporting prowess, spectacular performances and great excitement are on the menu in Normandy, so come join us at the biggest equestrian competition in the world!
*Jeff Wack is one of the most famous illustrators in the cinematographic and advertising industries. He has most notably worked for Coca-Cola, 20th Century Fox, Universal Studios, MGM Studios, Heineken,Bank of America, Nokia, Activision, Microsoft…