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The Challenge
Sonic is one of the world's best known video game characters, with the series having sold more than 80 million copies. Sonic originated from a series of games, first published on 23rd June 1991. The games defined a generation in gaming history, pushing the limits of what gamers knew and expected from high speed action and platforming games.

Today, Sonic continues to be an iconic video gaming character with an MSN poll of the most iconic video game characters, ranking Sonic at Number 1, with Mario and Lara Croft ranked second and third respectively. Since 2004, Sonic has seen huge success on every video game platform that has been launched. Some of his most successful recent video games include Mario and Sonic at the Olympic Games and Sonic and SEGA All Stars Racing.

The Creative Challenge

Sonic will be celebrating his 20th Anniversary during 2011. The opportunity is to create a piece of communication that celebrates / is inspired by this and that could be shared and showcased throughout the year. The work could live online, in print, in a physical space or anywhere else for that matter.

This is a very open creative brief and you are free to respond in any media type including (but not limited to) video, print, paint, audio, online. This should be seen as a piece of brand communication rather than a specific product communication.

Target Audience

There are two key audiences for Sonic that we would like to be taken into account throughout the brief with either one, or both being considered as the focus.

1. This group can be defined as classic Sonic fans. Sonic has a massive fan base that follow through social networking sites, attend Sonic conventions and collect Sonic memorabilia. The classic Sonic fan can be defined as an 18-44 audience, some of whom have been fans since the launch of the series and some who have become fans over the last 20 years and remain fans of the old and new video games and the broader licence. This group would also include those who have a nostalgic emotion towards the brand and for whom Sonic is an inherent part of their youth culture.

2. This group is 6-12 year olds with a bias towards boys who play current games and will be less familiar with Sonic's heritage. In 2008, UK children voted him the most popular video gaming character with 24% of the vote ahead of Mario. Sonic has remained a key video gaming brand, for this age group, he now transcends video games to a wider universe and is known to them through cartoons and comics.

Mandatories

There are no formal mandatories, but should you wish to include them, Sonic and SEGA imagery and logos are included in the project pack online. If you require higher-res versions of any of the artwork please email kezia@ycnonline.com with the file name of the artwork that you need.