ART CENTRE MELBOURNE Design & Branding BOX OF CURIOSITIES by Leo Burnett Melbourne

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Industry Culture, Leisure & Sport
Media Design & Branding
Market Australia
Agency Leo Burnett Melbourne
Executive Creative Director Jason Williams
Copywriter Sarah Mcgregor
Designer Matt Portch
Released October 2011

Credits & Description

Category: Promotional Item Design
Executive Creative Director: Jason Williams (Leo Burnett Melbourne)
Copywriter: Sarah McGregor (Leo Burnett Melbourne)
Designer: Matt Portch (Leo Burnett Melbourne)
Media placement: Direct Mailing - Small Volume Of Boxes Distributed To Major Corporations - 1 October 2011

Describe the brief from the client
Every year, our client, Arts Centre Melbourne hosts The Famous Spiegeltent, bringing local audiences a rich mix of eclectic performances, from comedy to cabaret to circus. Their brief to us was to create a mailer to encourage Blue Chip CEOs to come onboard as corporate sponsors.

Describe the challenges and key objectives
Our challenge was to engage a disinterested target, who is bombarded with sponsorship requests on a regular basis. We had to give them a tantalising taste of the kind of rich theatrical experience they’d be supporting. Therefore, we had to create a piece of theatre in its own right, that was so intriguing, they’d find it hard to ignore.

Describe how you arrived at the final design
Our idea was to subvert the classic ‘corporate hamper’ and create a ‘box of curiosities’ that was a metaphor for the event itself: a collection of the strange, the unusual and the bizarre.

We commissioned hand-made wooden boxes and filled them with a range of strange products, designed to look like they’d been sourced from the world’s most exotic emporiums. To increase interaction and engagement, we made each one usable and the design rich and detailed, taking its cues from the era of freak shows and curiosity shoppes – an era that the Spiegeltent channels.