AGO Massive Party 2016
THE ASK
- Develop a cross-platform creative solution for Massive Party 2016 that would align with the directorial vision, engage a broad audience and appeal to the AGO’s sensibilities.
THE APPROACH
- Make Massive Party 2016’s creative design stand apart from its predecessors.
- Core branding was developed as an animated gif that cycled through 12 image configurations—a nod to the event’s 12th incarnation.
- Visuals were grouped together to form abstract reflections, suggest opposing forces and explore their duality—central themes that were proposed by the event’s Artistic Directors, the Broadbent Sisters.
THE RESULTS
- Tickets to Massive Party 2016 sold out at record speed, surpassing all previous years. The event welcomed close to 1,900 partygoers and raised $313,000, helping fund the AGO’s ambitious exhibitions and education programs.
- Visits saw a 16.8% increase, while users increased by 14.9% compared to last year (2015: 18,393 visits; 15,475 users).
- Overall bounce rate was down by 5.3% when compared to previous year.
