Blinding lights illuminate Melbourne for the Weeknd’s newly announced Australian tour.

How do you blend the old with the new, the traditional with the upcoming to create a spark of creative rebellion to promote the Weeknd’s Australia tour to a global stage?

We light up the city, of course.

The weeknd was set to announce his global “After Hours tour”. With CGI, AR, and AI dominating brand campaigns, there was an opportunity to take things back to raw authenticity.

A spectacular guerrilla installation has took over Melbourne’s historic Nylex Plastics Factory showcasing cryptic messages like ‘Everything Will Fade‘ and ‘The End Is Near‘ appearing through 3D-mapped projections across the city.

No time to wait for permits - this guerilla activation captured the world’s attention in this viral activation.

Anna managed the public relations of this activation, which saw 8.82M USD Advertising value, 23K+ sign ups to access the 2023 purchaser pre-sale, 57K Unique page visits, and media placements in key Australian publications such as B&T, Mumbrella, Mediaweek, Adnews, and Campaign Brief.