On The Draw: Illustrations bring the romance back to advertising

Published:  October 7, 2014

Initiated by Tenerife design studio 28ymedio, seven illustrators were asked to visually interpret the Canary Islands in an action to promote tourism. With each illustrator asked to visit a different island and ‘draw their trip’, the results are a diverse collection of idyllic landscapes and serene dwellings that are a refreshing break from stereotypical tourism photography. Instead, they contribute a “physical and emotional journey through the natural and human landscape… through the eyes of an artist.”

Malika Favre designed a series of geometric prints, depicting the local architecture and landscape in Fuerteventura, and Mads Berg visited El Hierro, the smallest Canary Island, then created artwork based on forest and coastal scenes. With an eye for local flora and fauna, Jens Magnusson took a trip to La Gomera while Ekaterina Koroleva painted an expressive series of watercolours inspired by her visit to Lanzarote. Other contributors include Steve Simpson, who visited La Palma, Paula Bonet, who went to Gran Canaria and Ben Heine, who travelled to Tenerife.


Ekaterina Koroleva

Ekaterina Koroleva

Tagged on social media with #OnTheDraw, the Canary Islands Tourist board are describing the project as an ‘illustrated journey’. You can follow the production of each image with a group of accompanying blog posts and photographs, adding depth and further context to the imagery.


Malika Favre

Malika Favre


Malika Favre

Among the cliches of sunny stock photography, this initiative reclaims the romanticism of travelling to exotic locations, the illustrations loaded with atmosphere and a heady flâneur effect. It’s both a modern idea and a return to the golden age of illustrative advertising, placing the importance of sentiment and human connection into the hands of an artist.


Ben Heine


Paula Bonet


Mads Berg

Mads Berg


Mads Berg

See the full gallery with all seven illustrators here: http://www.onthedraw.travel/

One Response

  1. Peter Kealey

    Love the simplicity and striking colour of Malika Favre’s work.

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