White Night Reimagined
Reimagining Melbourne’s
major arts festival
White Night Reimagined
Reimagining Melbourne’s
major arts festival
Challenge
White Night Melbourne transforms the city through exhibitions, street performances, lighting, installations, film screenings, music, dance and interactive events.
Following on from the success of its predecessors, White Night Melbourne Reimagined was for the first time celebrated over three consecutive nights in three key precincts.
Rather than spilling throughout Melbourne’s laneways, and public spaces, the 2019 iteration focussed on activating parklands and celebrating cultural institutions. The challenge was to educate Melbourne on the significant changes to this much loved event.
Solution
We chose to augment the existing logotype with hand drawn type and elements, showing the visual identity being quite literally redrawn. Sketched elements helped explain that food and music were playing bigger roles this year, while the tagline “Your adventure awaits” alluded to the myriad sensory journeys viewers could undertake.
The overarching campaign brand rolled out across digital and print advertising, social media, animated out of home, street posters, newspaper lift-outs and city flags.
Despite chilly winter weather, crowds set a new record. The official number of visitors over the three nights totalled 718k, approximately 100k more than 2018, which was one all night affair in summer.
Folio photography by Paul Wesolek
Event photography by Rob Lindblade
Video by White Night
“The creative challenge was to educate a city on the significant changes to a much loved major event, which Self-titled delivered in a highly considered, creative and effective way.”
