Our illustrative style was directly inspired by the mesmerising sense of movement in iconic action shots from vintage travel posters, blended with a touch of modern, elegant sophistication. A subtle, limited colour palette and strategic spotlights enhanced the atmospheric, exciting vibe you feel watching the events live in the arena. We iterated until we struck the perfect balance between retro and contemporary.

We needed to vividly convey the sheer drama and exhilaration of sitting ringside at Crufts, witnessing the world’s finest dogs competing at the highest level. From Flyball’s speed to Agility’s grace to Obedience’s precision and Best in Show’s glory, these canine athletes put on a breathtaking performance. We wanted viewers to feel like they were right there, immersed in the action.

Through strategically highlighting 4 main events – Flyball, Agility, Obedience and Best in Show – we aimed to encapsulate the spirit and excitement of Crufts as a whole. Meticulously hand-illustrating top dogs from past winning breeds competing in their signature stances ensured each illustration captured the dogs looking proud, happy, and healthy. The result was a bold yet refined overview of Crufts’ unique allure.

With the hero illustrations in place, we turned our focus to producing a full range of printed and digital campaign materials. From posters to flyers, banners, digital ads and beyond, we developed comprehensive designs that broadcast the 2023 Crufts campaign across mediums, environments and platforms for maximum reach and impact.

The campaign was met with an overwhelmingly enthusiastic reception and runaway success. Compared to 2022, website visits were up and social media engagement increased. Fans clamoured for merchandise featuring the signature dog illustrations. Ticket sales were up 15% compared to 2022.

The positive buzz was deafening.

Beyond the statistics, the vintage-inspired illustrations and optimistic, uplifting tone gave the campaign broad fan appeal. Feedback was effusively positive, with audiences saying it perfectly encapsulated the infectious energy and wonder of Crufts.

By thoughtfully honouring Crufts’ rich heritage and pedigree while simultaneously showcasing the incredible diversity of top dog talent, our 360 campaign enthralled long-time fans and introduced exciting new audiences to the wonders of the world’s greatest dog show. We could not be prouder to have created an iconic celebration so befitting of this historic 150th-anniversary milestone.