NAB Invites Midsumma Carnival Into Its Share House

NAB Invites Midsumma Carnival Into Its Share House
Meg Woolley
By Meg Woolley



NAB opening ‘Share House’ at Midsumma Carnival this weekend in Melbourne with help of Aesthetic – An Experiential Creative Agency.

Building upon the success of its giant game of Truth or Dare at Melbourne’s 2015 Midsumma Carnival, NAB will this year host carnival-goers at its custom-built Share House.

Working with experiential creative agency, Aesthetic, the activation has been carefully designed to encourage participants to ‘share a moment, create a memory’ while connecting with friends, family, partners – even strangers.

Stephen Barrow, general manager people, products and markets, executive sponsor of Pride@NAB said, “NAB is committed to inclusion and through our partnership with Midsumma we strive to extend that commitment by connecting with the broader LGBTI community.

“The relationship with Midsumma, now in its fourth year, has delivered incredible benefit for both employees and customers by building awareness and fostering inclusion. We look forward to again giving festival-goers an exciting experience through our activation at Midsumma this year.”

Aesthetic general manager Hayley Birch added, “Working with NAB on this project for the last two years has given our team more than just an experiential challenge, it’s been a creative and emotional journey. We’re so excited to be giving attendees of the Midsumma Carnival a carefully curated place to authentically engage with people.”

The activation will be live on Sunday 17 January 2016 from 11am to 5pm at Midsumma Carnival, Alexandra Gardens, Melbourne. Pride@NAB volunteers will be onsite to facilitate the experience and ease participants into the challenge. Follow #morepride across social media for all the action and reactions.

Midsumma Carnival is part of the Midsumma Festival, Melbourne’s premier gay and lesbian arts and culture festivalpresenting an annual community celebration and encouraging the development of innovative artistic content and a unique cultural experience.

The Agency

Aesthetic – An Experiential Creative Agency, was founded by Managing Director, Darren Natale, in 2006. Based in Melbourne, Aesthetic specialises in large-scale live events for companies and brands. Visit youraesthetic.com.au for more information.

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: Darren Natale

Executive Producer: Hayley Birch

Art Director: Jean Ciancio

Producer: Hannah Tobin

Client: NAB

 




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