AIGA Minnesota's goal was to garner the attention of the local design community, intriguing them enough to get them to sign up for the annual Design Camp weekend held in Minnesota's north woods.

Putting an “Up North” spin on AIGA's "Connections" strategy, FAME sparked to the idea of a campfire paired with the call to “Gather ‘Round.” On the poster invite, the campfire came to life with fire-kissed orange and crispy metallic pantones over natural, speckled paper. And thanks to augmented reality, toasting digital marshmallows (via digital campfire) became a form of artistic expression—engaging potential attendees and increasing event response.

- Sold out event despite national AIGA conference held at similar time and location.
- More out-of-state attendees than previous years.
- Significant increase in AIGA Facebook and Twitter followers.
- Rave reviews for the glow-in-the-dark marshmallow t-shirt.