NAB

Midsumma Activation: Truth or Dare

© Aesthetic 2015. All Rights Reserved

Midsumma Activation: Truth or DareNABThe Requirements For the 2015 Midsumma Festival, NAB wanted to increase engagement with its brand activation at Melbourne’s Midsumma Carnival. With a culture of diversity and inclusion already ingrained within NAB, the Carnival sponsorship was an opportunity to promote the message externally. Like the carnival itself, the concept needed to be bold, unexpected and human. It needed to attract attention at an activity-fueled, colourful carnival and engage people to feel positively about NAB and its commitment to LGBTI inclusion.

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• Collateral production • Environment build • Logistics

The Delivery We created an adventurous twist on the old crowd favourite Truth or Dare. Centred on the messaging of ‘More Out & Proud’, the activation was designed specifically to encourage attendees to feel proud of who they are. We created a platform that facilitated open and honest conversation, promoted connection and demonstrated what LGBTI inclusion looks and feels like in Australia. Through the interactive game, carnival-goers executed dares as they danced amongst the crowd, while truths were scribed onto colourful leaves and hung publicly from the Pride Tree.

The Result The result was a fresh and ‘un-bank like’ activation that gave people the opportunity to experience the NAB brand in a positive light that was relevant to the occasion. The message was loud and clear – NAB supports diversity and inclusion in Australia. The Pride Tree lives on at The Village at NAB 700 Bourke in Melbourne.

Our Service • Creative concept • Event production • Staffing

500%increase in interactions from the previous year

© Aesthetic 2015. All Rights Reserved

4 © Aesthetic 2015. All Rights Reserved

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