Because Australia launch AGL Mid Summa experiential campaign


Because Australia helped AGL Energy (AGL) celebrate the launch of Melbourne’s Midsumma Festival at the Carnival and T dance in Alexandra Gardens.

Midsumma is a three-week long celebration of LGBTIQ art, culture and community attended by nearly 200,000 people. AGL is the Gold Partner and Official Energy Partner of the festival.


To celebrate the fun, carnival vibe AGL created an activation featuring a state of the art, energy creating dancefloor.


As people danced on the flooring throughout the day, the energy created lit up a giant heart on the big screen.


Festival goers could capture their memories through a fun photo booth mechanic that created a gif they could share on social media and print a copy out.

Gareth Brock, Client Development Director at Because Australia said: “The AGL Mid summa sponsorship is a major commitment by the energy company to the LGBTIQ community, helping to support diversity and inclusion. The energy creating dance floor brought their sponsorship to life in a unique, fun and memorable way”.

Author bio


A proud Kiwi, living in Sydney with my English husband and two Aussie kids. An avid fan of music festivals, and keen ocean swimmer; I relish connecting talented people, and seeing the magical results they create for clients.