NAB’s Midsumma Sponsorship Shares Memories via Aesthetic

NAB’s Midsumma Sponsorship Shares Memories via Aesthetic
SHARE
THIS



NAB, Midsumma Festival’s Principal Partner, is celebrating 30 years of the iconic Melbourne festival by giving the public the opportunity to become part of a digital time capsule – NAB’s Memory Bank.

Extending the partnership with brand experience agency, Aesthetic, the 2017 activation kicked off at Midsumma Carnival on the 14th of January with a live-site where attendees could adorn headphones – silent disco style – and listen to the initial recordings captured for the Memory Bank.

Inviting participants to add their own message to the ‘Bank’ by calling a dedicated number, audiences are able to share their personal story and contribute to a more inclusive world for the future. The message is then added to the Memory Bank online application where it can be shared and enjoyed by others.

“The idea behind Memory Bank is to capture what Midsumma Festival and its promotion of diversity and inclusion means to individuals. We’re creating a record of stories from people of all backgrounds that we hope will inspire, support and celebrate the community. We’re encouraging people to listen and absorb this unique experience, as well as contribute their own stories,” adds Aesthetic managing director, Darren Natale.

The Memory Bank will be open for submissions for the full length of Midsumma Festival until 5th of February – call 1300 00 39 39 to share your story or listen to others’ at memorybank.nab.com.au

Midsumma Festival is Melbourne’s premier LGBTI arts and culture festival presenting an annual community celebration and encouraging the development of innovative artistic content and a unique cultural experience.

The Agency

Aesthetic – A Brand Experience Agency builds meaningful bonds between brands and people, specialising in strategy, brand experiences and live events, branded environments, communication direction, creative studio and learning and development. This is the third year NAB and Aesthetic have partnered on the Midsumma Festival sponsorship. The 2016 activation, NAB’s Share House, won AMI’s Victorian Award for Marketing Excellence in Experiential, Sensorial and Employee Marketing.

The Client

NAB has made a public commitment to inclusion and equality in its workplace and the community. NAB has been a proud partner of the Midsumma Festival since 2013. Visit nab.com.au/pride for more information.

Credits

Creative Director/Executive Producer: Darren Natale

Executive Producer – Production: Jean Ciancio

Producer: Jarrah Gerstle

Production Coordinator: Michael Kollmorgen

Please login with linkedin to comment

Latest News

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine
AnalogFolk Opens In Shanghai
  • Advertising

AnalogFolk Opens In Shanghai

AnalogFolk has opened in Shanghai and, as B&T's trusty Funk & Wagnalls atlas tell us, is somewhere near Wollongong.

Social TV – Will You Be At The Party?
  • Advertising
  • Marketing
  • Media
  • Opinion

Social TV – Will You Be At The Party?

Can't keep-up with the goings-on in the Aussie TV industry? Well, hit the couch, pull on the trakkie daks & peruse this.

Opinion

by Rochelle Burbury

Rochelle Burbury
JWT Melbourne Hooks John West’s Creative
  • Advertising

JWT Melbourne Hooks John West’s Creative

You'd only need snog a B&T staffer to know of our affection for the John West oysters in aspic & smoked mackerel ranges.

by B&T Magazine

B&T Magazine
Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong
  • Marketing

Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong

Sydney-based online cloud solution for marketing compliance, Law of the Jungle, has beaten the world’s best firms to win a prestigious RegTech Markets 2017 Spotlight Award. RegTech Markets, a global community for regulatory technology, inaugurated these awards to “shine a light on the world’s best and brightest RegTech companies”.  A panel of 30 industry experts […]

Is This The Bleakest Christmas Ad Ever?
  • Campaigns

Is This The Bleakest Christmas Ad Ever?

Tired of pretty people pulling bon-bons in your Christmas campaigns? Well, here's one to slash the wrists to instead.

by B&T Magazine

B&T Magazine
The Truth About Native Advertising!
  • Opinion

The Truth About Native Advertising!

Do you stammer about the office, railing against native advertising's great untruths? Read this and stop scaring people.

Opinion

by B&T Magazine

B&T Magazine
Why Are We Only Just Starting To Use VR To Train Staff?
  • Opinion
  • Technology

Why Are We Only Just Starting To Use VR To Train Staff?

In this opinion piece, PHD’s news business and marketing manager, Chloe Hooper (pictured below), argues why all agencies should be embracing VR to change the way they operate internally. Virtual reality (VR) is something most of us have had exposure to, but how many of us are really exploiting its potential to grow our people […]

Opinion

by B&T Magazine

B&T Magazine
PRIA Announces Winners Of 41st National Golden Target Awards
  • Marketing

PRIA Announces Winners Of 41st National Golden Target Awards

The Public Relations Institute of Australia (PRIA) last night announced the winners of the 41st National Golden Target Awards at a glittering ceremony hosted by Aussie actor and TV host Shane Jacobson at the Sydney Opera House. A sold-out crowd of more than 160 PR and communication professionals from around the country came together to […]

Personalisation At Scale: Targeting Audiences With People-based Marketing
  • Marketing
  • Opinion

Personalisation At Scale: Targeting Audiences With People-based Marketing

In this opinion piece, Indy Khabra (pictured below), national managing director at Amnet ANZ, explains power of the the people-based marketing equation, and also reminds marketers that they cannot afford to take data for granted. We are all talking about it. We all want it. We are all trying to get it. It’s that one-to-one […]

Opinion

by B&T Magazine

B&T Magazine