To announce and celebrate the partnership of Officeworks and the National Gallery of Victoria, alt/shift/ was briefed to ideate and develop a creative launch execution coinciding with the opening of the mid-year kids exhibition, Up, Down and All Around: Daniel Emma for Kids.
alt/shift/ organised a launch event for select media, influencers and their children to experience the mid-year NGV kids exhibit and drive ongoing awareness of the Officeworks partnership across both media and social channels.
Departing from the conventional ribbon-cutting ceremony, the event kicked off with a ‘Pinata Palooza.’ Children in attendance were invited to ‘smash’ open tailor-made piñatas shaped as Daniel Emma characters, filled with Officeworks art and craft supplies.
As well as interacting with the bespoke Daniel Emma piñata’s, guests received Officeworks x NGV gift bags to encourage creativity at home. To extend the impact and reach of the event, we also leveraged paid influencers across a number of diverse audiences.
The launch helped to secure media coverage in The Herald Sun and 7News Melbourne, alongside parenting guide Busy City Kids.
