NAB’s Midsumma Sponsorship Shares Memories via Aesthetic

NAB’s Midsumma Sponsorship Shares Memories via Aesthetic
Meg Woolley
By Meg Woolley



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




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