Indie full-service creative agency Town Square has partnered with the Snowdome Foundation to help raise $670,000 at its annual fundraising event, Snowball.
The Snowdome Foundation is a not-for-profit organisation dedicated to ensuring that Australians diagnosed with blood cancer have the best possible chance to live longer, healthier lives. Snowball is an important fundraiser in advancing this mission, uniting donors, patients, and supporters to fund research and clinical trials that could lead to new treatments and, ultimately, cures.
Town Square created the Snowball masterbrand for its inaugural event, which raised $650,000, last year. In 2024, it developed a refreshed iteration – ‘Snowball Cucina’ – Snowball Kitchen – centred around a heartwarming Italian family kitchen.
The agency further evolved this year’s theme, focusing on the Italian adage ‘La Cucina Piccola Fa La Grande’ which translates to ‘A small kitchen makes a large home’, a simple but effective statement that summarises the beauty in family and how every person is part of something bigger – reflective of the generosity and care of the Snowball community.
Danielle Moeller, Town Square, founder, said: “Since its inception Snowdome Foundation has enabled $85 million to be invested in blood cancer research in an aim to create new treatments and ultimately cure blood cancer, a disease affecting over 19,500 newly diagnosed Australians each year. It is incredibly humbling and uplifting to contribute to a cause that can have such a profound effect on people’s lives.”
Town Square’s creative idea, which was extended across EDMs, website, social and PR, used a deep colour palette, reminiscent of the traditional Italian way of life and complemented with classic Italian callouts.
Celebrity chef Guy Grossi curated the menu for the event, and Cookes Food & Events provided the catering, further enhancing the intimate, family-oriented atmosphere. Guests entering the venue were transported to Nonna’s kitchen with the smells of freshly baked focaccia and table settings adorned with tomato vines, passata tins and doilies encapsulating ‘Nonna Chic’ style.
Kirstee Macbeth, Snowdome Foundation chief executive, said: “Town Square manages to capture the essence of Snowdome in every Snowball event. Each year, the creativity and conceptualisation of the masterbrand unfolds into a new and meaningful identity, perfectly encapsulating our organisation and who we fundraise for. That is incredibly rare and edifying, and we truly appreciate the massive contribution this partnership makes to the success of the evening, and our mission to accelerate next-generation treatments for Australian blood cancer patients.”
Credits:
Agency: Town Square
Director/Founder: Danielle Moeller
Creative Director: Brendan Day
Account Director: Carly Taylor
Account Manager: Georgia Papamichael
Art Direction: Benny Moore, Peter Crawford
Copywriter: Samuel Niccolaci
Designer: Gerhard Jordan
Photographer: madeforyoucreative – Jessica Apap
Client: Snowdome Foundation
Kirstee Macbeth
Elian de la Rosa Gomez
Pennie Callaghan
Lauren Frazer
