Digital agency Hardhat has been selected by Victorian Major Events Company (VMEC) as the lead agency for White Night Melbourne (WNM) 2016 following a competitive pitch.
The 12 hour event, now entering its fourth year, brings approximately half a million people into Melbourne’s CBD on a Saturday night in February.
Led by Artistic Director Andrew Walsh AM, the program takes over Melbourne’s streets and laneways, parklands, public spaces and cultural institutions to transform the impossible into the possible through installation, lighting, exhibitions, street performances, film, music, dance and interactive events.
Hardhat’s remit includes working directly with WNM on comms, digital and social strategies, as well as partnering with artists and event partners in the lead up and on the night.
Hardhat co-founder and director of strategy Dan Monheit said, “We believe that our best work is in taking things that already exist and using technology to make them quicker, easier, more fun or more socially connected – and that’s exactly what we’ll be doing with WNM.
“Digital has a huge role to play in enhancing the way people find out about, plan, enjoy and reminisce about their night. What VMEC and WNM have achieved in the last three years is just phenomenal, and we’re thrilled to be working with the team to step it up again in 2016.”
White Night Melbourne artistic director Andrew Walsh AM added, “Dan and the team at Hardhat very quickly realised the challenges of communicating the breadth and depth of White Night’s numerous offerings spread over Carlton Gardens, 17 city blocks, Federation Square, the Arts precinct and adjacent gardens.
“Hardhat has designed a refreshing new website and creative social media strategy for 2016 that will ensure Melburnians and visitors can navigate their way through the city’s 12 hour labyrinth of large scale illuminations, intimate installations and crowd-pleasing live performances, which make White Night Melbourne such a popular contemporary art and culture extravaganza.”