A guerrilla light installation, powered by experiential agency INVNT for Live Nation Australia, has taken over Melbourne’s historic Nylex Plastics Factory, illuminating the clock and factory buildings at dusk.
The out-of-home stunt is part of the announcement The Weeknd’s 'After Hours Til Dawn' global stadium tour in Australia, which will land in Sydney and Melbourne this October.
On Sunday night, the experience began at twilight with cryptic messages like "Everything Will Fade" and "The End Is Near" appearing through 3D mapped projections. These mysterious hints soon revealed themselves as part of the artist’s global tour announcement.
On Monday night, a further series of roaming guerilla projections followed, culminating in a grand reveal of the Australian tour dates and locations, along with details for exclusive content and ticket information.
Live Nation Australia and New Zealand's VP of marketing, Nathan Thompson, said by casting a larger-than-life projection onto one of Melbourne’s most iconic buildings, the company aimed to ignite curiosity and anticipation, setting the stage for a tour announcement that would reverberate far beyond traditional channels.
"Through strategic partnerships with Pedestrian TV and fan communities, we've amplified the buzz, creating a groundswell of excitement for the tour," he said.
INVNT GROUP APAC's group ECD, Adam Harriden, said culture defining moments are created when you bring together two elements of the opposite kind, something INVNT is big on.
"In this case, it’s projecting one of the world’s biggest pop icons on a heritage listed infrastructure such as the Nylex Clock," he said.
"We’re blending the old with the new, the traditional with the upcoming to create that spark and creative rebellion that we’re excited to bring to life with Live Nation Australia.”
The latest OOH stunt follows a similar move by INVNT back in 2022, where the company unveiled a 3D metaverse-like billboard on the corner of Lonsdale Street and Swanston Street in Melbourne’s CBD for Australia telco Circles.Life.
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