White Night Melbourne 2016

Expect the unexpected

White Night Melbourne 2016

Expect the unexpected


Running for one night only, White Night Melbourne transforms the city’s laneways, parklands, public spaces and cultural institutions through exhibitions, street performances, lighting, installations, film screenings, music, dance and interactive events.

Attracting close to half a million visitors over the course of the night in each of its first three years, awareness was not an issue. The challenge was to deliver a brand campaign which communicated White Night Melbourne’s brand promise to ‘expect the unexpected’.


To celebrate this seemingly impossible idea Self-titled created a campaign language built around contradictions and oxymorons that might seem impossible in the real world but that come to life in the unexpected twists and turns of each white night journey. We invited visitors to; get in touch with the intangible, plan not to have any, and take a chance on a safe bet.

A series of portraits used coloured gel side-lighting to further play up this duality while drawing on the projected lights White Night Melbourne has become famous for.


Self-titled created a conceptual campaign that is both dramatic and accessible and saw 2016 draw the biggest crowds to date. The campaign translated exceptionally well in digital mediums and appealed to a broad range of event attendees.

Campaign photography by Andrew Curtis

Website by Hardhat Digital