Melbourne Fringe Festival – Everything is art | Art-vertising

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 – Melbourne Fringe Festival 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!

Credits
Advertising Agency: J Walter Thompson, Australia
Production Company: Cannery Productions
Executive Creative Director: Kieran Antill

Tags:
Integrated campaign, Australia, Leisure, Melbourne Fringe Festival, JWT, J Walter Thompson, Cannery Productions, Everything is art, Digital Campaign, Outdoor Campaign, Advertising, Design language, Brand Design