Lamb & Calf Day Campaign
A beloved tradition for over 75 years, Pāuatahanui School’s Lamb & Calf Day draws 7,000–10,000 visitors annually, making it one of Wellington’s most iconic school galas. The event offers a charming mix of rural life and community spirit with animals, pony rides, sheep shearing, and farm fun for all ages.
The Challenge: I was tasked to come up with a fresh campaign and branding for traditional and social media marketing. The campaign needed to be eye-catching, family-friendly, and full of personality, capturing the playful, wholesome vibe of this rural celebration.
Design Formula
While the red tractor has long been the event’s visual hallmark, this year’s goal was to shift focus to the real stars of the day, the animals.
I developed a vibrant, animal-led campaign featuring bold colours, cheeky humour, and irresistibly cute illustrations. Every design decision was made to spark joy and grab attention, whether viewed on a street poster, school flyer, or social feed.
The creative direction brings together farmyard charm with contemporary design sensibilities, helping the campaign appeal to both long-time attendees and first-time visitors. The result is a joyful visual identity that reflects the hands-on, muddy-booted fun that makes Lamb & Calf Day so special.
Bringing the Community Together
This campaign celebrates the heart of rural life, highlighting the animals and experiences that make this event unforgettable for local families. It’s not just about a school fundraiser, it’s about community connection, shared memories, and good old-fashioned fun.
StoryLab Results
The campaign brought new energy and visibility to this historic event, reinforcing Pāuatahanui School’s role as a vibrant hub of community life.