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TAC's "Heads Up. Phones Down" Melbourne International Comedy Festival Sponsorship



Role: Experiential Director & Producer

Agency: Graffiti



Concept Development | Event Strategy | Copywriting | Design & Artwork | Client Management | Sponsorship Portfolio Management | Custom Build | Supplier Management | Talent & Media | Staff Management | Custom Costumes | Council & Permits | Bump in/ out | Engineering Compliance | Content Production | Live Event Management


As a bid a encourage greater care and pedestrian awareness, TAC secured a partnership with Melbourne International Comedy Festival. The sponsorship provided the perfect opportunity to talk to the residents of Melbourne in a light way about a serious subject.

From ideation to the delivery, the “Heads Up. Phones Down” campaign was rolled out across numerous touch points.


From animated videos in train stations to Comedic Lollypop People and their army of green man, the campaign captured people’s attention and got them looking up from their phones.

The campaign was activated over the course of the 5-week festival period - reaching over 1.5M people. It included;

  • Activation Squads

  • VIP Lounge custom build and interactive experience

  • Sponsored Family Day

  • Over 50 pieces of content (OOH)

  • Comedian Partnerships (PR)

  • Influencer Campaign (Social)

  • Digital and Social Ads

  • Custom Costumes

  • Staffing

  • Merchandise

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