Wildanet at Devon County Show 2023 – “Well this is awkward” stand

For the Devon County Show, I developed the playful concept “Well this is awkward”, tapping into the Devon-Cornwall scone debate. The stand featured an F1 simulator and vibrant visuals, creating an engaging and memorable experience for visitors. I led the creative strategy, oversaw art direction, and managed the entire project from concept to execution.

At the Devon County Show 2023, Wildanet’s trade stand embraced a playful and engaging concept that tied into the unique rivalry between Devon and Cornwall over how they eat their scones. The stand featured the strapline “Well this is awkward”, reflecting the friendly debate over whether the jam or cream should go on first, capturing the quirky nature of the region and engaging visitors with humour.
The stand featured a range of interactive experiences, including:
- A custom-wrapped F1 simulator, designed to draw crowds with a fun, immersive activity.
- Eye-catching graphics and visuals, reinforcing Wildanet’s brand while maintaining the lighthearted theme.
- Creative Strategy & Concept Development – Came up with the “Well this is awkward” concept, tying it into regional humour and Wildanet’s personality.
  - Art Direction – Worked closely with By Experience to ensure the stand’s design captured the playful, yet professional tone. Directed all creative assets, ensuring visual cohesion and brand consistency.
  - Project Management – Managed all aspects of stand production, including:
    Collaborating with By Experience (Creative Agency) on the stand design, from initial concept to final execution.
    Overseeing Access Displays (Stand Builders) to ensure the stand was built to specification and deadlines.
    Coordinating with a private hire company to integrate the F1 simulator with a custom wrap design that reflected the campaign's theme.
  - On-Site Execution – Ensured the stand was set up flawlessly, managing everything from visuals to interactive elements, and ensuring smooth operations during the show.
The Devon County Show 2023 stand was a hit with visitors, sparking conversations, engagement, and creating a memorable Wildanet experience.
The interactive F1 simulator and humorous regional theme drew significant attention, contributing to increased brand visibility and positive interactions with both potential and current customers.
The campaign’s lighthearted approach successfully resonated with the local audience while still maintaining Wildanet’s core messaging and brand presence.