Dark Mofo x MINI
‘Follow the Shadows’ Campaign
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Connect MINI to Dark Mofo through a culturally credible partnership that felt native to the festival rather than bolted on. Create an integrated campaign with genuine intrigue that gave attendees a reason to engage with the brand.
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Developed a brand platform that gave the partnership a clear creative idea to build from, translating into an activation that became one of the most talked-about elements of the festival. Achieved 75% brand recall among attendees, over 6,000 campaign entries and 3,000 opt-ins, while coming in significantly under budget through strong supplier relationships and organic reach. The partnership was extended for a second year.
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Wrote the brand platform and directed the full campaign from activation idea through to pre-event comms, social, and post-campaign communications. Handled art direction, design, copywriting and social strategy end to end.
‘The Society’ quickly became one of the most talked about topics of the festival.
• PRE-EVENT COMMS
• SOCIAL CAMPAIGN
• EVENT ACTIVATION
• POST CAMPAIGN COMMS
• RESULTS
Significantly under budget, due to:
Supplier by-in
Minimal paid media
Organic reach
Over 3,000 opt-ins
Over 6,000 entries
Campaign ran for a second year
75% brand recall among attendees
