Lullaby is a soothing song or piece of music that is usually played for or sung to children. The purposes of lullabies vary. Perhaps one of the most important uses of lullabies is as a sleep aid for infants. As a result, the music is often simple and repetitive.
Lullabies unique across countries and have existed since ancient times. In Persian Language lullaby called "lalaie". This is the inspiration for the festival naming with added "i"s to emphasize the repetitive concept of the lullaby's rhythm.
As a school project, the brief was to design a music festival campaign. I chose lullabies as I believe they are one of the most important genres and part of almost all human beings but is largely ignored by music festival organizers.
I have created the name "laalaaiiiii" from "لالایی" - meaning lullaby in Persian.
Repeating characters signify the repeating rhythm in lullabies, and five "i"s along five lines representing five staves in musical notation.The dark bluish purple in the background represents night, toys and mobile are used to show the fantasy and dreamy world of sleeping.
The location of the festival is BC Children's Hospitals, both outside and inside. The international folkloric bands are supposed to install their rooms, tents, igloos, yurts, mudhif or any traditional accommodation of their own culture in the garden and perform their lullabies inside them. Indoors, singers will perform lullabies for the admitted children.
The date of the festival is August 22nd, also recognized as National Rainbow Baby Day. This Day remembers babies born after miscarriage, stillbirth, or who have passed away in infancy. Honouring this Day signifies hope and healing after a loss and is interpreted as "the rainbow after the storm.”
The campaign is enriched by merchandised mobiles and toys with all proceeds to benefit the children of the Hospital.
