FEI | Jumping World Cup | Tall | Digital Creative Agency Leeds

The Fédération Equestre Internationale

2019 FEI World Cup ™
Worldwide Campaign

What did we do?

Brand development, animation, campaign creative, installations.

See it live

fei.org

The client

The Fédération Equestre Internationale (FEI) is the international governing body of equestrian sports. It promotes equestrianism in all its forms and encourages the development of equestrian disciplines throughout the world.

The challenge

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.

FEI approached Tall to develop an enhanced visual brand identity for the 2019 Longines FEI Jumping World Cup™ along with supporting creative for the campaign - which led the creative team to work on some unique executions.

FEI Jumpoing World Cup Brand Guidleines

Taking the reins

As part of taking creative lead within the campaign, FEI chose Tall to deliver a set of extended usage guidelines for the 2019 FEI World Cup™ which reflected their dynamic and exciting competition with a bold, confident visual approach. This included the creation of graphical devices, guidelines around their use as well as animation style & behaviours.

The Longines FEI Jumping World Cup™ is part of a strong suite of FEI branding, so already has a series logo. Our focus was on an enhancement to the identity that would offer a more dynamic creative approach to delivering a memorable campaign.

Taking the reins Jump to Greatness

In addition to the Longines FEI Jumping World Cup™ series logo, FEI wanted a separate supporting identity developing to use across campaign creative. A large portion of the 2019 campaign would be presented through digital channels such as social media and FEI’s own online streaming service, FEI.TV so Tall worked with FEI to devise a campaign hashtag #JumpToGreatness. In addition to creating a wordmark, Tall developed a full suite of identity guidelines around the #JumpToGreatness theme to bring life to all campaign creative.

FEI Jumping World Cup Jump To Greatness Hashtag
FEI Jumping World Cup Jump To Greatness Hashtag

Key Visuals

A suite of 14 key visuals were created to support each of the Longines FEI Jumping World Cup™ events around the globe, each featuring athletes relevant to the home nations of each event to give the campaign a more localised approach.

Social Content

The #JumpToGreatness style developed was used to create a variety of creative executions for the 2019 Longines FEI Jumping World Cup™ social campaign ranging from simple post graphics promoting events to animated leaderboards.

FEI Jumping World Cup Mobile Visuals

Launch Video

One of the key drivers of the #JumpToGreatness campaign was a promotional launch video used across many different channels and locations to firmly stamp the arrival of the 2019 Longines FEI Jumping World Cup™ with a video reflecting the speed, energy and excitement of this fantastic competition.

FEI Jumping World Cup Launch Video

Event Installations

In addition to the wide range of digital executions produced for the campaign, Tall also produced creative for event print and physical installations which included a custom podium, arena banners & signage and even one of the jump obstacles themselves. The creative was focused on bringing the new bold and uplifting visual style within the arena so that the Longines FEI Jumping World Cup™ identity could be consistently reinforced, whether it be in a simple social post or experiencing the final itself.

FEI Jumping World Cup Event Photograph
FEI Jumping World Cup Jumping Podium
FEI Jumping World Cup Podium Photograph

Photography: Liz Gregg

Obstacles

By far, the most unusual and challenging task for the creative team was to produce a custom designed jump obstacle to be featured during the World Cup Final event itself. The biggest hurdle was conveying the strong graphical style created within the obstacle, whilst still ensuring a technically difficult jump for the horses.

To ensure the designs we created would be technically difficult enough for the best horses and top competitors from all over the world as well as built according to completion and safety regulations, we engulfed ourselves in equestrian design and enlisted in the expertise of world-class jump designers.

FEI Jumping World Cup Obstacle
FEI Jumping World Cup Obstacle Photograph

Photography: Liz Gregg

What we achieved

From creating the initial brand development through to designing the podium upon which the Longines FEI Jumping World Cup™ champion will be crowned, the #JumpToGreatness campaign has a style and personality of its own to allow the Longines FEI Jumping World Cup™ to rightfully stand out as one of the top prizes in world equestrian sport.

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