The Creative Concept and Brand slogan for the event was “Be More Melbourne” . It invited guests to interact with each element of the evening in order for them to “Be More Melbourne”
The event started with the Creators boarding a bus to their secret location. A guide on each bus provided interesting and unique history and pop-culture trivia around parts of the CBD they were passing, giving the Creators an insight into what makes Melbourne such a cultural melting pot. There were a lot of questions asked around the locations and content shot out of the windows.
Arriving at Fed Square and walking up one of the city’s iconic laneways, guests were greeted by the striking duo The Huxleys: A pair of huge, walking flaming lips to set the tone for the evening. They are transgressively absurd, terrifyingly amusing and inherently Melbourne - the ultimate photo-opp - dazzling and strange just made for sharing. Taken through the (constant) line at Chin Chin downstairs, guests were invited up a staircase to enter the Welcome Event, with drinks offered on arrival. Greeting them was the vivacious Max The Drag Queen (Winner: Melbourne’s Best New Talent 2019 and Winner: Miss Drag~A~Thon 2019). The Huxleys continued to roam and interact with the crowd.
The “Be More Melbourne” vending machine quickly became the place to be, with Creators finding interest and inspiration in every card - some a great spot prize! The interactive vending machine invited attendees to take part in a lucky dip of things to see and do in the Melbourne CBD. A huge selection of unique and interesting things to do and see were on offer, dispensed at the press of a button. This encouraged the Creators to not only see Melbourne via the event, but also via the cards provided over their time in the city.
The interactive live art and projection piece created interest and atmosphere to the end of the room, with many guests asking questions about the activation and its mechanisms. A dynamic and interactive art meets tech installation, a live artist was painting in real time on a real canvas. As he painted, a projection artist filmed his work, re-mixed this and then projected his interpretation of the art onto a post that guests were invited to stand in - right onto them.
• Creators’ Melbourne posts garnered 131.3K impressions, 94.k views and 38 shares with the @visitmelbourne handle getting 380 clicks
• Melbourne was also featured in an episode on the VIDCON Now channel with Kristen McAtee and Scotty Sire. It was also a destination piece on Melbourne’s Vibe
CREATOR POSTS OF THE EVENT
ACCOUNT INSTAGRAM FOLLOWERS STORY POSTS
Alli Simpson 1.3M 9
Megan Dikkman 21K 2
AJ Clementine 16K 6
Neon Fiona 7K 6
Kristen Mcatee 1.4M 2
Charlee Harris 2K 3
Vidcon 370K 7