The Bank of Melbourne Foundation is in the business of raising valuable funds for Victorian charities striving to help the financially disadvantaged step out of adversity and realise their full potential. For three years now, the Foundation has held a gala fundraising event at Crown’s Palladium. The event is fully funded by the BoM and all funds raised go straight to the charities that the Foundation supports.
We were privileged to be invited to help reinvigorate the event and to deliver a stronger, more powerful message to the audience to help maximise the best financial outcomes for the Foundation. As well as this, we were launching a new brand for the bank as it went from BoM Neighbourhood Fund to BoM Foundation.
We believe events are about storytelling across all of our senses. Done well, we have the potential to encapsulate people in our vision allowing them to momentarily immerse themselves in a world of our creation. How we choose to convey each key moment of the experience is integral to reaching meaningful communication with our audience.
So, what was our approach?
Firstly, we needed to create a powerful canvass from which to communicate key messages. Working with our close and trusted audio visual partners we built a massive 10m wide LED digital screen made up of 5 independent sections all of which could play content individually or merge to become one massive screen surface. We built a series of beautiful and relevant branded videos that graphically brought the new brand to life and creatively represented Melbourne throughout the evening.
Working with 3 of the key charities the bank is supporting through 2018 we produced a video that brought their stories to life. In this 3 and a half minute video we explored who the charities are, what they do, why the need for them exists and what they need to continue supporting the disadvantaged within their communities.
Relevant entertainment at an event can often be a challenge. For this event we wanted something special that spoke to community values so we partnered with the MSO and aligned with their unique initiative, ‘Melbourne Symphony Orchestra’s Pizzicato Effect Ensemble’. The Pizzicato Effect is the MSO’s flagship community music program which provides free string instrumental and musicianship tuition to children living in some of Melbourne’s most socially challenged economic regions. The result was an outstanding performance of 16 young people performing with six of MSO’s world class musicians all under the watchful eye of company’s Artistic Director and Head Conductor.
As part of our creative styling we created a colour palette using light to bring the bank’s brand colours, shapes and motifs alive across the ceiling and walls and built an 11 metre x 8 metre installation of varying sized balloons over the central part of the room.
Success is in the outcomes and in this case the money raised on the night… A hugely successful outcome that will go straight back to service communities and people in need throughout Victoria. Thank you for your trust and faith in us Bank of Melbourne and thank you to all who attended, had a great time and gave back.
You can watch the video here.