40,000 Big M cartons create giant ‘Mphones’ installed at St Kilda Festival this weekend
Big M’s 2012 brand activity kicks off in a big way with an installation at the St. Kilda Festival, which concludes on Sunday.
The ‘Mphones’ are a demonstration of what can be achieved with approximately 40,000 Big M cartons. The
installation is accompanied at launch with a film telling the back-story of a group of friends and how the Mphones came to be.
Following the initial launch period the campaign will roll out across television, online, outdoor and radio.
The Mphones are fully functioning and will be pumping out popular summer tracks for the duration of the festival in Captain Cook Gardens at the end of St Kilda Pier.
Creative agency – AJF Partnership.
Creative Director – Josh Stephens
Art Director – George Freckleton
Copywriter – Brent Liebenberg
Head of TV Production – Roz Ruwhiu
Director – Stephanie Sieber
Senior Account Director – Lucy Haworth
Senior Account Manager – Kate Crone
Production -The Otto Empire
Ben Saunders – Director
Executive Producer – Jo de Fina
Line Producer – Sally McLennan
Art Director – Lance Davis
Media – SMV: Client Business Manager – Jess Bell
Client
Stephen Smith – Brand Director, Lion Dairy Beverages
Brent Whelan – Marketing Manager, Dairy Beverages
Kate Ireland & Lucy Smith – Brand Managers, Big M
2 Comments
Those kids need a decent hobby… like heroin.
Went. Saw it. Really nicely done.