The Campaign

Idea: Everything is art (for 2.5 weeks). A new positioning and a whole new design language that put the artists at the centre of it all – we called it art-vertising and embraced the unexplainable. Anything and everything became our advertising canvas. This positioning not only defined the date on the calendar (which is key to drive sales) but it granted absolute permission for the artists and audiences alike to accept the madness. The campaign asked the city of Melbourne to embrace our anything goes attitude for the duration of the festival - exactly 2.5 weeks. Viva the great art democracy! Audience: 361,000 64% Female, 31% Male, 2% Other Target age: 25 - 59 yrs Focus on diversity across ability, race, gender, age and sexuality.

Creative Execution

Photography: We photographed 56 artists to use across all Festival collateral. From festival guides, website, annual reports, signage, tickets and advertising. Design and Layout: The colour palette was selected to be the other side of normal while still being well designed. The logo-type was pushed, pulled and stretched and a grid system was created allowing the logo to move all over the page or even be cropped while retaining a considered structure. Materials: From coffee cups, to undies and to more traditional advertising spaces like shirts, street posters and billboards - anything was up for grabs across the 2.5weeks and at any of the 449 events across Melbourne.

Indication of how successful the outcome was in the market

Economic Impact on the city $14, 030, 465 Money Spent at Box Office $1,399,485 Audience attendance up 7% (YOY) Social media reach 1,128,794