Project Info

The name takes inspiration from the 19th-century French writer Stendhal, who famously described the dizzying rush of awe and emotion when encountering great art – a phenomenon now known as Stendhal Syndrome. That feeling of being overwhelmed by creativity is exactly what the festival strives to spark every summer.

For the festival’s 15th anniversary – ‘Chapter 15’ – Rapid Agency shaped the art direction, design, brand strategy, and marketing over a six-month period, capturing the spirit of a festival that’s equal parts independent, imaginative, and unforgettable.

Campaign 

Rapid coined the tagline “Discover the Sound of NI” as the heartbeat of Chapter 15’s communications, positioning Stendhal as both a celebration of local talent and a discovery point for fresh sounds. The campaign rolled out across multiple touchpoints – from OOH and paid media to Google Ads, organic social, and email – ensuring the message reached the audience effectively.

The media strategy focused on reaching the right audience, in the right place, at the right time. OOH placements were strategically positioned along the North Coast and in Belfast, while paid ads were targeted across Northern Ireland and the Republic of Ireland, using a mix of demographics, interests, and lookalike audiences to maximize impact. The ads themselves were visually bold and playful, echoing the festival’s bright, joyful identity, and featured dynamic messaging around ticket sales, artist announcements, and the unique festival experience – driving both awareness and conversions.

Organic Social Media 

Organic social sat at the heart of the strategy. Rapid combined bespoke graphics, motion assets, and curated UGC to build a vibrant, community-first presence. Partner collaborations with Heaney Brewery and MacIvors Cider expanded reach while adding playful, authentic crossover moments. A rhythm of consistent posting sustained engagement throughout the campaign, with spikes driven by artist reveals, ticket pushes, and behind-the-scenes storytelling.

Email Marketing

Email was one of the most effective channels for speaking directly to festival-goers. We sent two newsletters each month, timed around key moments like ticket releases, artist announcements, and practical festival updates. The focus was on clarity and value – making sure audiences got the information they needed – while still keeping the tone upbeat and building excitement as the summer drew closer.

Design & Art Direction

The visual identity for Chapter 15 was built around the spirit of Stendhal Festival – bright, bold, joyful, and rooted in discovery, and of its own, magical land. Inspired by Stendhal Syndrome and the overwhelming rush of creativity it describes, we used vivid colours, playful iconography, and spark-like motifs to capture the wonder, joy, and sense of exploration that define the festival experience.

The design outputs spanned every touchpoint of the campaign, including:

• The official Chapter 15 festival poster
• Festival merchandise 
• OOH creative across Northern Ireland
• Social graphics and motion assets
• Email newsletter templates 
• Paid ad carousels and static formats 
• A range of ad hoc marketing materials 

The Results

The goal for Chapter 15 was clear: make Stendhal Festival’s landmark year bigger, better, and louder than ever. A multi-channel campaign spanning social, paid ads, OOH, radio, and more delivered exceptional results: organic social media reach grew by 292%, engagement doubled with 100% growth, and the festival attracted over 3,000 new followers – building both buzz and community around this milestone edition.

Beyond the numbers, the campaign reinforced Stendhal’s reputation as Northern Ireland’s leading independent festival, amplifying its spirit of discovery, creativity, and joy while connecting deeply with both loyal attendees and a new generation of festival-goers.