18 Korrika
Client: AEK
Agency: di-da
Role: Creative Direction
Date: 2013
The Korrika is a national campaign organised by AEK, that celebrates and promotes the use of the Basque language.
Upwards of 600,000 people participate every two years to run a route across the entire Basque Country. Day and night, over 10 days, a wooden baton (carrying a special message) is passed from person to person, before arriving at its final destination where the message is read out to a huge crowd.
I have been involved in branding this campaign since 2007, and below are some of the visual elements from the 18th Korrika that took place in 2013.
The campaign’s slogan (Eman Euskara Elkarri) together with the symbol featured in the logotype challenge Basque people to actively participate in keeping our language alive. Literally translated, it means “pass on Basque together”. Like a ‘handshake’ only this is a ‘Basque-shake’.
The main illustration features many elements of Basque culture and in particular, ones that are unique to the Korrika event. At di-da, we designed the illustration in such a way that it replicates, both vertically and horizontally so that it is in essence, infinite.
