Developing a brand and marketing campaign that clearly communicated the arrival of Luminous, a new, annual mid-year festival of music, ideas, light and performance. This Sydney Opera House festival program (Part of Vivid) needed to leverage the genius of an inaugural curator, Brian Eno, without overpowering its own brand. Part of the objective was also to attract a new demographic - “30 Something’s” that still love going out, but have outgrown the mud-slinging festivals of old.
A great commercial success. Over 18,000 tickets were sold, 20,000 people viewed Eno’s “77 Million Paintings” exhibit, and countless others visited Circular Quay to photograph the glowing sails.