Causing a stir in the Apple Isle
For two years running, Dark Mofo partnered with MINI to create an underground society that appeared throughout Hobart in the lead up to, and during Dark Mofo.
Shrouded in mystery, The Society offered members money-can’t-buy experiences by solving riddles via social media and traditional text messages. All without any mention of the commercial partnership.
The Society quickly captured the curiosity of thousands of Dark Mofo attendees, becoming a hot topic of conversation throughout the festival.
Role
Concept
Art Direction
Copywriting
Social Strategy
Design
Finished Art
Client
Dark Mofo
It began at the Hobart Airport arrivals terminal. A Mysterious sign that enticed passengers to ‘follow the shadows’ by texting a phone number. Members were then welcomed to “The Society” - an underground association where curiosity was rewarded.
