THE BRIEF: BRING TO LIFE CHADSTONE’S PARTNERSHIP WITH NGV TRIENNIAL 2020
We were briefed by Chadstone to bring to life an in-centre COVID safe activation through their partnership with NGV Triennial 2020.
Chadstone – The Fashion Capital, is a Major Partner of the NGV Triennial 2020 and through this partnership, we were asked to collaborate with Triennial artist, Misaki Kawai, to develop a colourful and playful extension of the NGV Triennial exhibition to the centre called Moko Moko Doggy Park.
The key objectives were to create an engaging school holiday programme for children during the month of January, collaborating with National Gallery of Victoria and Misaki Kawai; ensure the activation met all COVID-19 planning protocols; and incorporate ideas that could integrate the retailers.
OUR APPROACH: CREATING ARTISTIC CHILDS’ PLAY IN A FUN & COLOURFUL SPACE
Bastion EBA created an unforgettable kids’ school holiday experience in Chadstone, including the following:
- Zone 1: A 4.5m GIGANTIC fluffy yellow and black spotted dog – called Mr Chad
- Zone 2: Children’s arts and crafts activation zone, including individualised arts and crafts packs (no need for sharing!) and a touch free augmented reality puppet show
- All over centre: Treasure map with riddles working with participating retailers across Chadstone
The activation was a great success as the booking spots sold out within 3 days of the site going live and Mr Chad will live on as Chadstone will be donating the masterpiece to Monash Children’s Hospital.
Photography credit: Peter Marko
WE ARE PART OF BASTION
Bastion is a truly integrated, full-service marketing and communications agency founded in 2009. We are Australia’s largest independent agency, with an ambition to achieve the same feat in the USA.
We offer a wide breadth of specialist capabilities across the communications spectrum including market research, brand and creative, advertising, corporate and change communications, PR and social media, digital and customer experience (CX), sponsorship and experiential, film and content production, merchandise, Asia marketing and communications, data analytics and panel management.