The heart of Midsumma
Increasing awareness of their commitment to supporting the LGBTQIA+ community.
The challenge: As primary sponsors of the Midsumma Festival, AGL, Australia’s leading energy company, wanted to increase awareness of their commitment to supporting the LGBTQIA+ community.
The idea: The products energy companies supply tend to be very functional, so the brand is often perceived as bland and corporate.
We wanted to help AGL shift this perception and demonstrate just how fun, vibrant and inclusive the company actually is, whilst showing their support for the LGBTQIA+ community.
The solution: We created a dance floor that used Pavegen technology to harness energy directly from the festival-goers. The energy generated from the dancers ignited a giant heart on a big screen, literally demonstrating in real-time the power of AGL, and their love for the community.
To ensure the experience reached more than just those at the festival, and lasted long after the event itself, we created a photobooth equipped with animated gif technology. This allowed participants to share their experience with friends and family, and take home memorable branded printouts.
Creating the connection: The dance floor enabled us to showcase a renewable form of energy in action. It was an interactive and energetic fun, vibrant idea that helped change the perception of the AGL brand.
Because are experience makers, brand activators and content creators. For almost 30 years, our pioneering campaigns have connected people with brands in extraordinary ways, changing beliefs and actions. Contact us to see how we can help you.