THE CHALLENGE: Launch a global tour in a week. With no media space available.
And an audience that had stopped paying attention. Re-invent the tradional Music industry media, when it comes to getting fans attention and the world media.

INSIGHT: Gig posters didn’t fail because of design.
They failed because no one looks for them anymore, especially in Melbourne.
The Tension: Posters are everywhere. Attention is not.

APPROACH: With no time and no traditional media, we broke the rules. Instead of placing posters in the world…
we turned the world into the poster.

A single, massive execution at a scale impossible to ignore.
Illegal. Unmissable. Instantly shareable.

Not placed.
Encountered

The Idea: The World’s Largest Gig Poster - If no one looks at posters…make one the world can’t ignore.