In order to encourage people not to give in to the darkness of autumn, a campaign "Raise Latvia with work, song, language" was created, honouring Latvia's birthday. Instead of creating just another poster, we chose to reflect on how our freedom and country is like a relentless process. Complemented by artwork of Paulis Liepa, light installations of Latvian Folk songs throughout the city, an original soundtrack and an animated TV ad, the campaign encouraged people to reflect on what Latvia and being a Latvian is and how these questions and diverse layers are what shape our identity and resilience.
Raise Latvia with work, song, language
Client
Riga City Council
Team
Creative director: Dārta Apsīte, Renāte Lagzdiņa
Artist: Paulis Liepa
Scenography: Krišs Salmanis
Year
2021, Autumn
Awards
+ LADC ADWARDS XVI 2022 – Gold
(Integrated campaigns)
+ ADC*E AWARD 2022 – Bronze
(Integrated campaigns)
Artwork by Paulis Liepa
The cornerstone of the campaign was the artwork by Paulis Liepa - one of the most accomplished and renowned Latvian artists. Through its visual elements - lines, colors, and symbols, the work referred to Latvian pagan symbols and time as a flowing river. This all shaped the facial silhouette of the Freedom Monument and alluded to the multilayered history of Latvia and our identity.
Original soundtrack and TV ad
To bring the message to life in other forms of art, we also gathered well-known Latvian musicians, who incorporated the lines from these installations into an original composition, joining traditional folk music with modern. As for the TV ad, we chose the same path – uniting traditional Latvian pagan symbols with contemporary animation techniques – to tell a story about when times get dark, Latvians come together and create their own light.
Team
Creative director: Dārta Apsīte
Art direction & Motion design: Kristaps Kazaks
Sound design: Miķelis Putniņš, Asnate Rancāne
Artist: Paulis Liepa
