Here at BEcause Australia, we’re very excited to be collaborating with Mollison Communications on a new campaign to promote Cirque du Soleil’s Kooza.
Producing work for the world’s largest theatrical producer, not to mention one of its most creative institutions, is both thrilling and daunting at the same time. How can we, as marketeers, operate on the same stage as artists whose work revolves around engaging, entertaining and ultimately leaving an entire audience awestruck?
The answer, we found, is to keep things simple.
We were inspired by the Kooza show itself, which returns to the traditional roots of the circus, offering eye-catching costumes, playful characters, colourful design and just the right amount of silliness.
From this premise, we developed the idea for our Travelling Trickster’s Box, a bespoke trike with a large, enclosed trailer equipped with a number of engagement mechanics of all different shapes and sizes.
The plume of bubbles erupting from the box will alert the crowds to our presence. The beating of a drum will build anticipation, before the giant purple box appears accompanied by staff in theatrical ringmaster’s jackets and caps.
A number of vintage bike horns adorn one side of the box, acting as an invitation for little kids and big kids alike to contribute to the cacophony of sounds that accompany this activation wherever it goes.
It’s enough to make anyone want to run away and join the circus!
Those who venture closer to the box are encouraged to ‘take a peek’ at a bespoke Kooza Zoetrope, an old-school animation machine where spinning images reveal a circus trick. Finally, the Kooza promotional video gives them a taste of the show’s impressive, death-defying acts while staff distribute 10% off flyers to further encourage ticket purchase.
Our activation will be following the show on its Australian tour, currently in Sydney, before it heads to Brisbane, Melbourne and Perth over the next 10 months.
So make sure you keep an eye out for the Kooza Box.