We seized on the opportunity to treat our 20th anniversary as an ambitious experiment to create a memorable experience for festival-goers and give back to our community. We challenged ourselves to take our branding and design expertise and make an event destination and social experience that was talked about and generated buzz with everyone who saw it.
Our strategy centred around the demographic at the festival – the combination of the selfie phenomenon and the creative environment at Clockenflap formed a perfect setting to stage photographic experiments. To utilise the enthusiasm of the crowd for the light drawing activity, we made sure that the physical and virtual experience seamlessly synced. With everyone loving the fluffy inflatable clouds, and hashtagged social media sharing only a click away, the experimental project proved to be a huge success!