Summer Solstice campaign
Since the pagan beginnings of the Latvian people, the summer solstice has been celebrated each year with folk rituals, traditional dress, and festive cuisine. In the summer of 2023, we were invited by the Riga City Council to create visuals for the Līgo poster campaign across the city.
For many, the celebration has become something of a cliché, and the unique ways of communicating it have been exhausted over time.Rather than focusing on the particularities of the festivities, we chose a photographic essay approach to capture the familiar feeling associated with the solstice. A series of photographic paintings was created and exhibited throughout the city during the week of Līgo in June, 2022.
Communicating with large audiences is always challenging and requires delicacy. The campaign blended into the cityscape, acting almost as a backdrop for interpretation and allowing each viewer to complete its meaning—whether as a sacred folk celebration or simply a fun night with friends.
Client: Riga City Council
Photography: Jānis Klaučs
Design: Jānis Klaučs, Eva Abduļina
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SIA “Overpriced” signed an agreement on 30.05.2025. No 9.2-17-L-2025/1190 with the Investment and Development Agency of Latvia on receiving support for export assistance under the project “Support in process digitalization” financed by the European Regional Development Fund.