Into The Great Wide Open

The music festival “Into The Great Wide Open” on the island of Vlieland, the Netherlands, is heavily dependent on the weather conditions. Rain can cause people to stay away, whereas when the sun shines everyone is relaxed. The weather and all the data and numbers that are constantly being collected serve as the basis for the design of this campaign. In order to capture the rich ambience of the festival, a special visual language was to be developed that harmonises an artistic feel with a data-driven experiment. A poster generator was created based on the weather data of Vlieland, in that the data determined the composition of the posters and the individual elements on them. The large number of compositions showing simple geometric shapes in a friendly colour spectrum – especially light green and red tones – was used for the entire brand appearance across analogue and digital media. Over time, the generator produced a variety of compositions, giving insights into the dramatic weather changes surrounding the island in a playful manner.