The Battle Of The Oranges is a part of the annual Carnival of Ivrea that is held in Ivrea, Italy. Famed for its historical representation, the Battle involves different teams who quite literally throw oranges at each other, all throughout the town square.
This festival campaign uses imagery associated with that of a medieval battle, allowing for people who have never heard of this festival, to get a general idea of what they're getting themselves into. The use of a halftone pattern relates to the sheer amount of oranges that are used throughout the battle, and by replacing part of the medieval imagery with an orange, it helps to tie everything together.
