Dark Mofo x MINI
Objective
Create intrigue among festival attendees and align MINI with Dark Mofo through a culturally relevant partnership. Develop an integrated campaign that felt native to the festival while clearly connecting MINI to the experience.
Role
Concept
Art Direction
Copywriting
Social Strategy
Design
Finished Art
Outcome
Delivered an activation that became one of the most talked-about elements of the festival, strengthening MINI’s association with the event. The success of the partnership led to a multi-year extension.
‘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
