Old Blog Posts

We recently partnered with online travel company Luxury Escapes to help prescribe Australians with a tangible remedy for their post-holiday blues. The Lab was an interactive and immersive pop-up experience, offering visitors the chance to design their own dream holiday through a range of interactive and immersive sensory activities.

To celebrate the launch of Volvo’s smallest ever SUV – the fully electric E30 – we created The Small Life, a live brand experience with sustainability at its core. The Small Life was designed to give EV-curious Australians an insight into what happens when Volvo puts all its big ideas into one small car – expressed through a luxe, Scandinavian-inspired tiny house, meticulously designed and decorated with renewable and recycled materials that echoed the EX30’s trailblazing features and interiors.

The tiny house toured Melbourne, Brisbane, and Sydney, offering visitors a fully immersive brand experience, alongside the opportunity to sign up for test drives and a chance to win a weekend getaway in the tiny house. And what made this activation truly special? The Small Life was conceived with circularity in mind, bringing Volvo’s sustainability commitment to life in a tangible way. In partnership with eco-tourism platform Into the Wild Escapes, the tiny house will enjoy second life in a permanent location in regional NSW, where guests can book a stay and continue to experience The Small Life lifestyle.

To mark our 20th anniversary, we took a some time to reflect on some of our founder’s most iconic projects—milestones that have shaped the agency into what it is today.

F1 Global Launch

What do you get when you combine a world-first F1 moment with the backdrop of Melbourne’s Yarra River? A global launch that fans, and we at Graffiti, will never forget. Throwing back to 2019, we teamed up with Formula One and AGPC to launch the season in a global broadcast. In an F1 first, all 20 drivers and team principals made a surprise entrance by boat down the Yarra River, pulling up to Federation Square to greet 10,000+ ecstatic fans. From concept development to stage management, global broadcast, talent management, and production, we handled it all from start to finish.

Why we loved it: Collaborating with such an iconic global brand on this scale was a true milestone for us. And something that we are pretty chuffed about – it featured in the opening episode of Season 2 of Drive to Survive!

Wipe Off 5

In 2013,  the TAC sponsored Round 22 of the AFL season to highlight the “Wipe off 5” message, encouraging drivers to reduce their speed by 5km/h. In an unprecedented activation the ‘5’ was removed from the 50m arc at every game of the round. We installed massive projections at the MCG, bringing the message to life for fans approaching the stadium over the weekend. Preceding the round, Graffiti extended the campaign’s reach with a month-long roadshow to 32 regional towns throughout Victoria.

Why it worked: We’ve always found it so rewarding working with local communities, they are so engaging and genuinely love getting involved. The public got involved by signing a pledge to drive safely on life-size “Wipe off 5” letters with over 100,000 signatures in total. This community engagement generated strong earned media, proving invaluable in the lead-up to the road safety round. Importantly, the road toll that year was the lowest in several years.

Match in the Mall

 In 2023, we created a show-stopping event for Myer by transforming Bourke Street Mall into a tennis court overnight. We shut down the trams for 24hrs and staged a match for tennis legends Ash Barty, Pat Cash, Jim Courier, Alicia Molik, and Casey Dellacqua right outside MYER’s flagship store in Melbourne. MYER one members were treated to VIP seats courtside for a money can’t buy experience while Melbournians were invited to enjoy the spectacle from the stands, the big screen at Fed Square or via MYER’s Facebook live stream.

Why we loved it: This project was all about making the impossible, possible. A project that we’ll never forget, one we’re very proud of still. The scale, the location, and the energy—it was a huge undertaking, but the payoff was unforgettable.

This month marks a monumental milestone for us at Graffiti – our 20th anniversary! Over the past two decades, we’ve had the privilege of crafting award-winning brand experiences and evolving into the dynamic agency we are today. So this month, we’ve been celebrating and reflecting on our journey while eagerly looking ahead.

Our founder, Kerrie Spaargaren, has been at the heart of Graffiti since day one, bringing over 20 years of industry experience and insight. At our anniversary celebration, Kerrie shared 20 invaluable lessons she learned from her two decades of leading Graffiti. We think you’ll love these nuggets of wisdom as much as we did.

1. Most importantly love what you do.

2. Create a great culture.

3. Treat people the way you want to be treated.

4. Ensure everyone in the team has shared values.

5. Build the dream team.

6. Employ people smarter than yourself.

7. Embrace the knowledge of others.

8. Empower people to succeed.

9. Think big but act small.

10. Work ‘on’ the business not ‘in’ the business.

11. Continue to evolve and improve the business.

12. Be led by strong financial and business advice.

13. Make decisions in collaboration.

14. Never overlook a crisis – it can be an opportunity.

15. Back yourself and be prepared to take risks.

16. Always strive to do great work.

17. Don’t burn your bridges.

18. Continue to build your network.

19. Celebrate success.

20. Promote the Graffiti motto – ‘Let every meeting be a party!’

We’re deep into the Australian winter, and as festivals like Rising and Vivid have wrapped up and others like Now or Never prepare to close out the season, we’re taking a moment to appreciate the cultural impact these winter festivals and events have across the nation.

From Melbourne’s lively streets to Sydney’s iconic landmarks, these festivals go beyond entertainment. Drone shows lighting up the Sydney sky; late-night dance parties in the iconic State Library of Victoria – these diverse, immersive experiences help us chase away the winter blues, and get people off the couch and out into our cities.

In a world overloaded with digital impressions, experiential marketing stands out by making real-world connections that last. Winter festivals and events are prime opportunities for brands to engage audiences with unforgettable activations. Plus, brand sponsorships are crucial for the success of these arts festivals, highlighting a commitment to cultural and community support.

Here are some of our team’s favourite activations and events so far this season:

Chorus of Light, Samsung – Vivid

An immersive art installation inspired by Galaxy AI that transforms messages of hope into a stunning visual display. We love how this activation demonstrated the power of innovative technology to create meaningful connections.

Food by Geoff Sobelle – Rising

An intimate dinner party performance that creatively explores our relationship with food. This thought-provoking experience made us rethink our daily food choices, blending unexpected storytelling with powerful emotions, something only in-person experiences can evoke.

Lightscape – Royal Botanic Gardens, Melbourne

Stunning illuminated pathways and new installations create a perfect blend of after-dark creativity and wonder. We love how these types of experiences let you see familiar places in a whole new light.

It’s National Road Safety Week, an initiative led by the SARAH Group which unites road safety organisations and governments in a shared mission to reduce road trauma. With approximately 1200 lives lost and over 40,000 serious injuries on Australian roads annually, this week serves as an important reminder of the need for collective action to reduce these incidents.

At Graffiti, we’re not only reflecting on the importance of road safety but we’re also taking a moment to reflect on our longstanding partnership with the Transport Accident Commission (TAC), spanning over 15 years of collaborative efforts to promote safer roads in Victoria.

Behaviour change lies at the heart of road safety, and experiential marketing can play a vital role in driving this change. Through immersive activations and powerful messaging, we’ve worked alongside TAC to foster safer road practices.

Some of our most memorable projects include:

Press Rewind – This initiative delivered a shock value message to Victorian drivers, sparking vital conversations and prompting a reevaluation of attitudes toward road safety during the holiday season.

Vanessa – This peer-to-peer program fosters road safety awareness among young people by integrating practical advice, breath testing, and entertainment seamlessly into event experiences.

Ungiven Gifts – This poignant award-winning installation captured the heartache of Christmas after losing loved ones to road accidents.

While our journey with TAC has been significant, the hero of this story is the ongoing commitment to road safety. Take the pledge with us to drive so others survive at www.roadsafetyweek.com.au.

As SXSW wrapped up its latest edition in Austin, many brands left their mark. Here’s a snapshot of some of our standouts:

Tide Evo Launch – Laundry. That thing that separates us from the animals! Unveiling Tide Evo, their latest eco-friendly detergent innovation, Tide’s immersive space showcased the product while also highlighting the scientists behind its creation through scientific demonstrations and interactive experiences.

Audible Sounds Experience – Audible brought the carnival to town – a world of premium audio storytelling, complete with a ferris wheel offering audio-enabled rides, themed games, and festival-inspired listening moments.

Netflix 3D Hologram – It was sci-fi at South by over at Netflix, turning heads with a holographic projection promoting its upcoming series “3 Body Problem,” delivering a startling vision of extra-terrestrial contact.

Prime Video Fallout – Feeding the current insatiable hunger for dystopian content, Prime evoked the post-apocalyptic universe of “Fallout” through an immersive activation, blending storytelling, themed experiences and interactive challenges.

Sharpie x Papermate Studio – A hands-on hub in a sea of tech, Sharpie offered experiences and collaborative activities designed to ignite imagination and showcase the latest products.

From eco-conscious innovations to futuristic storytelling experiences and even some good old-fashion analogue fun in the mix, the array of brand activations at SXSW 2024 highlighted the cutting-edge creativity and dynamic evolution defining brand experience marketing today.

This International Women’s Day, our Creative Director, Katie Inglis, shares three women-centred campaigns that have shifted the dial (not a shade of pink or platitude in sight).

I won’t be the first person you’ve heard say today that IWD feels like it’s lost its potency. But as a woman, it does feel blasphemous to say that. If little else, IWD is an important vehicle for drawing focus to women’s issues and achievements. But we’ve all had enough of the cupcakes and token panel discussions.

So on this IWD we’re focusing our attention on our sphere of expertise – brand experience – to celebrate work that’s pushing conversations forward year-round. We’ve all seen the culture-shifting campaigns from brands like Dove and Nike and the amazing #runlikeagirl back in 2014. But we have rounded up some recent work you may not have seen; each using brand experience to move the needle on issues that matter to women – and impact us all. This International Women’s Day, our Creative Director, Katie Inglis, shares three women-centred campaigns that have shifted the dial (not a shade of pink or platitude in sight).

1. 𝐍𝐚𝐭𝐢𝐨𝐧𝐚𝐥 𝐆𝐞𝐨𝐠𝐫𝐚𝐩𝐡𝐢𝐜 𝐱 𝐍𝐘𝐅𝐖, 𝐅𝐢𝐭 𝐟𝐨𝐫 𝐚 𝐐𝐮𝐞𝐞𝐧 (Pop’N Creative): Every now and then you see a truly strategic partnership that really packs a punch. National Geographic and New York Fashion Week doesn’t feel like a natural pairing, but stick with me. To launch a new series about matriarchs in the animal kingdom, National Geographic held a runway show called ‘Fit for a Queen’. A fashion show for women by women. This fusion of fashion and storytelling celebrated the power of women, offering a fresh perspective on partnerships by centring women without feeling tokenistic.

2. 𝐇𝐞𝐢𝐧𝐞𝐤𝐞𝐧, 𝐍𝐨𝐛𝐨𝐝𝐲 𝐖𝐚𝐭𝐜𝐡𝐞𝐬 𝐖𝐨𝐦𝐞𝐧’𝐬 𝐅𝐨𝐨𝐭𝐛𝐚𝐥𝐥 (LePub): There’s no doubt about it, womens sports, particularly soccer, is dominating. The ticket sales and viewership don’t lie. Heineken’s activation stands out for its simplicity and experiential approach, using time lapse and a simple message to face the trolls head on. We’re loving seeing brands get behind women’s sports. It’ll be exciting to see a rise around the Olympics this year.

3. 𝐁𝐨𝐝𝐲𝐅𝐨𝐫𝐦, 𝐏𝐚𝐢𝐧 𝐒𝐭𝐨𝐫𝐢𝐞𝐬 & 𝐏𝐚𝐢𝐧 𝐌𝐮𝐬𝐞𝐮𝐦 𝐕𝐢𝐫𝐭𝐮𝐚𝐥 𝐄𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞 (AMV BBDO): One of the most baffling challenges still facing women today is the lack of research and funding into pain women experience. This is a beautiful execution that uses experiential storytelling, and immersive technology to share women’s pain stories. By incorporating art and not just language, this experience allows womens to connect on a more personal level as they confront the #genderpaingap, fostering empathy and education through engaging digital experiences.

Decoding the Experiential Excellence at the Australian Open.

The Australian Open finished with a bang over the weekend, and as one of Melbourne’s signature events, we’d been keeping a close and admiring eye on all the action. The tournament’s journey from summer slam to full-blown festival, effortlessly blending hospitality, music and sport, has been quite the evolution.

The ‘AO’ means much more than just tennis – it’s a truly experiential brand that celebrates the best in Melbourne’s vibrant culture. And luxury brands like Louis Vuitton, Rolex, and Emirates want in on the action, putting their stamp on this canvas of elevated experiences.

So what sets the AO apart? Brands aren’t just activating; they’re actively seeking a lasting association with the AO. To us, this marks a change in how events are sponsored. It’s not just about participating; it’s about finding a meaningful way to align a brand with an event that sets the bar for premium experiences.

As avid tennis enthusiasts, the Graffiti team immersed ourselves in everything AO this year. Our highlights? The stellar Finals Festival lineup, the elevated dining experiences, the creativity and commitment to high production values evident in all brand activations, and the seamless execution of the whole shebang. Seriously impressive.

As we sprint towards the finish line of 2023, our team shares their standout brand experiences that left a lasting impression.

1. Hannah’s Pick, Account Director – 𝐓𝐡𝐞 𝐋𝐚𝐬𝐭 𝐏𝐡𝐨𝐭𝐨, 𝐂𝐀𝐋𝐌

Why I love it: A world-class example of an integrated campaign changing behaviour, de-stigmatising and raising awareness of a national crisis.

2. Ladesha’s Pick, Designer – 𝐋𝐨𝐮𝐢𝐬 𝐕𝐮𝐢𝐭𝐭𝐨𝐧 𝐱 𝐘𝐚𝐲𝐨𝐢 𝐊𝐮𝐬𝐚𝐦𝐚

Why I love it: A highly impactful fusion of a timeless artist and an everyday brand, with eerily realistic animated robots, viral online activity, and augmented reality.

3. Kate’s Pick, Production Assistant – 𝐑𝐞𝐚𝐥𝐦𝐬 𝐨𝐟 𝐘𝐨𝐮, 𝐆𝐥𝐨𝐬𝐬𝐢𝐞𝐫

Why I love it: Theatrics and total immersion rule – not just what you see and smell, but what you feel. Exclusive to only 6 people at a time and it taps into beauty ASMR trends

4. Vivienne’s Pick, GM – 𝐁𝐚𝐫𝐛𝐢𝐞 𝐱 𝐀𝐢𝐫𝐛𝐧𝐛

Why I love it: The experience captures the toy’s DNA through the architecture, interior design and Barbie inspired itinerary – a clever and authentic collaboration.

5. Mia’s Pick, Associate Producer – 𝐒𝐩𝐨𝐭𝐢𝐟𝐲 𝐁𝐞𝐚𝐜𝐡 𝐚𝐭 𝐂𝐚𝐧𝐧𝐞𝐬 𝐋𝐢𝐨𝐧𝐬

Why I love it: An audio playground brought their brand to life, featuring everything from sound bath meditations to experiences with their AI driven DJ.

6. Kieran’s Pick, Producer – 𝐅ê𝐭𝐞 𝐝𝐮 𝐅𝐞𝐥𝐢𝐧𝐞, 𝐅𝐚𝐧𝐜𝐲 𝐅𝐞𝐚𝐬𝐭

Why I love it: A pop-up restaurant serving cat food-inspired cuisine, it’s quirky, unexpected and relevant.

7. Katie’s Pick, Creative Director – 𝐒𝐭𝐫𝐚𝐧𝐠𝐞𝐫 𝐓𝐡𝐢𝐧𝐠𝐬 𝐓𝐡𝐞 𝐄𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞

Why I love it: When TV and film use experiential well, it allows fans to enter the world of the favourite series on a whole other level. Stranger Things have nailed it for their last few season launches.

8. Maddy’s Pick, Account Director – 𝐓𝐡𝐞 𝐆𝐢𝐯𝐢𝐧𝐠 𝐁𝐚𝐠, 𝐈𝐊𝐄𝐀

Why I love it: It’s an incredible example of an ATL advertising campaign brought to life.

So what sets the AO apart? Brands aren’t just activating; they’re actively seeking a lasting association with the AO. To us, this marks a change in how events are sponsored. It’s not just about participating; it’s about finding a meaningful way to align a brand with an event that sets the bar for premium experiences.

As avid tennis enthusiasts, the Graffiti team immersed ourselves in everything AO this year. Our highlights? The stellar Finals Festival lineup, the elevated dining experiences, the creativity and commitment to high production values evident in all brand activations, and the seamless execution of the whole shebang. Seriously impressive.