Cardiff Design Festival

Brief

The aim was to extend cult brand I Loves The 'Diff's product range and profile by harnessing the comical Welsh spoof film titles collected and celebrated by its sister website Taffywood.com, and in doing so make the list of 'Welshified' film titles more tangible, spread cheer and silliness throughout the land, and give this humourous passtime a wider audience.

Result

The launch of the cards – which featured on the Guardian Cardiff news blog and in the South Wales Echo – drew more publicity than for which we could have hoped. The cards proved instantly very popular, selling over 500 online within a week and they have continued to sell very well. They are now on sale at six retail outlets within Cardiff and Cowbridge, including the National Museum of Wales, Cardiff Castle, Milkwood Gallery and Chapter. Due to high demand, a further 8 titles were created to extend the range, while the designs are now available also on mugs. Many people have emailed us in excitement just to say how much they like them. "They bring such joy," said stockist Chris Havard. Due to their success, more products are planned.

Solution

The solution was a range of 8 note cards sporting some of the most ridiculous titles, featuring the likes of Canton A Hot Tin Roof, The Llandaff Time Forgot and Apocalypse Now In A Minute. Mimicking and humorously adapting iconic book cover design was in keeping with the playful way in which the film titles had been modified, and echoed what I Loves The 'Diff did with its own logo. However, this homage serves another purporse: the viewer's supposed familiarity allows for a heightened impact upon realisation of the joke.

Project website

http://www.ilovesthediff.com