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.
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.
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.