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showcasing cure brain cancer foundation as a revived foundation with purpose

Date: 2018
Guests: 900+
Location: royal hall of industries, Sydney


Let’s get to know the Client and their Event…

Cure Brain Cancer Foundation approached This Space to create a flagship fundraising gala event that challenged the fundraising model. They had struggled with their attendees numbers and had recently gone through a significant re-structure eventuating in needing to create a new database of supporters, attract new sponsors to the foundation and develop a new company purpose against their vision.

Cure Brain Cancer Foundation wanted to show the industry, current affected patients their families and friends including the medical fraternity that Cure Brain Cancer Foundation are providing much needed funds to find a global cure for brain cancer and increase the survival rates. 

So, what did they want from their Event Management Company?

A gala event that would introduce a new audience to Cure Brain Cancer Foundation (CBCF) their purpose and their vision. An event that would gain much needed positive media coverage of the work that CBCF do and the work yet come. Importantly this needed to be done in a connective and positive way.

Why This Space got the gig…

We were awarded this event as the Head of Events, Sponsorship and Partner Engagement had worked with This Space in a previous role, along with being able to demonstrate our knowledge of the expectations of the client and their guests we provided a robust creative strategy around event delivery, public relations and audience engagement post the event to enhance the CBCF community.

We also demonstrated the ability to develop strong partnerships in the name of CBCF for ongoing continued corporate support of the foundation.


Let’s take a look at what we delivered - the highlights reel…

This Space delivered a gala event that engaged a new audience of 900 guests to CBCF foundation, achieving press in prestigious publications such as Vogue Australia and major news channels.

Key deliverables included;

•Creative Direction

•Engaging and developing with haute couture designer Bowie Wong crafting a runway show to rival Paris Fashion Week.

•Technically advanced audio visual requirements including but not limited to a catwalk that was flown in the ceiling that came down set to music to rest on the ground for the fashion show to commence.

•Major live auction that was presented in the round

•Advanced styling including lighting on kinesis motors that slowly moved throughout the night

•Working closely with Christine Mansfield on a menu that promoted brain health

•Developing a CBCF ambassador program

•Managing all media enquiries and VIP entrance

Like all events, there are always few elements that stand out as highlights. Let’s take a closer look at what stood out from the overall program and made a lasting impression on our client and their guests.

DAY ZERO | Pre-event Bump In

With a 2 day (inclusive of event day) bump in at a greenfield site we were responsible for managing all sponsor requirements, sponsor donated beverage, staging involving a Volvo car on its own staging and the suspended cat walk.Building temporary kitchen facilities and all back of house requirements.


A black tie event where Sydney’s CBCF community, sponsors and medical fraternity to come together for an immersive event experience and night of spectacle. Guest arrival with VIP lounge access for sponsors saw guests walk down a red carpet arrival with bespoke media wall for major media outlets to capture guests. Once inside the venue an expansive 18m curved screen with blended digital content produced by This Space featured prominently on the space.

A giant sculptural ceiling installation of fringing creating colour and movement whilst flanked by giant oversized white mesh lights rigged on kinesis motors slowly moved through out the night. With live crosses to the kitchen where Christine Mansfield delighted audiences with the back of house preparations of the menu that was bespoke designed to focus guests on brain health.

Champagne bars sponsored by Verve allowed guests to order from their tables and have the champagne concierge deliver to them. A live painter capturing the essence of Avant Garde painted live for guests to interact and enjoy. A silent auction of money can’t buy experiences only created a buzz throughout the night and was a highly successful marketing and fundraising campaign.

Feature performers from Megan Washington and Jonny Ruffo ensured guests were enthralled with the calibre of the entertainment and the highlight of the night was a 21 piece collection featuring the logo of CBCF – the crane in each garment. The room descended to black as the music started and the runway slowly descended from the ceiling, 21 models completed a catwalk that encompassed the main runway and then moving off around the tables so guests could see up close the incredible work of the talented Bowie Wong. 

And, the results were…  

“We never thought a charity gala event would be featured in VOGUE! We could not have done any of this without the incredible team at This Space. Once again they have proven they are the most thought provoking, cutting edge agency with purpose and meaning behind all they do.” Cure Brain Cancer Foundation

Final note…

With 12 months in the making, a challenging environment internally for the foundation with board and staff changes and requiring a database to be built from stratch and new sponsors engaged we could not have been prouder of our team and what we achieved for the foundation.


We never thought a charity gala event would be featured in vogue.

Cure brain cancer foundation


Event Delivery

With a short 5hr window for bump in and a Yahoo7 intern who mistakingly deleted our clients Tumblr content 30 minutes before doors (yes! this did happen, and due to Tumblr’s privacy policies no files could be provided to This Space until event delivery) there were challenges that needed navigating with quick solutions all of which This Space provided and commended by the team at Yahoo7 for our quick thinking. Our solution to the deleted content was to re-path all 13 screens to individual laptops each on their own dedicated WIFI dongles and streamlive to screen native Tumblr content as it was posted on the creative site. So once this solution was in place and 5 minutes to doors remained we were ready for the event to begin!

On guest arrival the landmark location of National Art School with amazing sandstone buildings were projected with giant animated Tumblr logos. Guests arrived to registration and proceeded to the outdoor experience. Unique food and beverage installation such as the sip and suck stations of giant oversized straws into a bath of saki and then shots of oysters were enjoyed passionately by guests.Floating trays of salt and vinegar chips were served to guests that comprised of giant plate sized potato chips that they dipped into vinegar foam.

Taco Taxi Station where a table with roller skates for feet was rolled around guests with a waiter dressed as a NYC taxi driver where guests built there own tacos

Once all guests had arrived and enjoyed the catering the doors of the cell block theatre flung open and guests cascaded through into cell block theatre. A giant tumblr inspired lounge and seating throughout the space focussed guests attention to the expansive 15m walls where 13 screens of native tumblr content was moving digital content around them.

CEO 10 minute presentation rivalled that of Apple and guests were inspired to what Tumblr would do next. Duelling DJs on stage set to Tumblr content kept guests entertainment whilst dessert canapes of Cherros Umbrellas were served through the crowd and glow in the dark fairy floss added a child like element.

The event was supposed to conclude at 10pm however the guests simply would not leave and the CEO approached us to see if an extension till midnight could be achieved.

Our solution…

We explained with Australian laws we must serve food with beverages and as the catering is bought on site and was to be concluded at 10pm we thought of a solution with our amazing  caterer. Whilst they contacted their warehouse to get another delivery of much needed alcohol we quickly created a pretzel and popcorn bar with elements again that could be quickly heated and provided to guests allowing us to extend the event till midnight.

And, the results were…  

This Space were instrumental in creating a thought provoking brand launch of Tumblr. The This Space team are a delight to work with, inspiring, innovative and always on track. They have become part of our team. Producing the global launch of Tumblr, they managed our digital content and intellectual IP whilst creating high end impact design made our digital content the hero. The team designed and engaged our audience in the space was nothing short of magic. It is still hailed to this day as the best digital launch in the industry.

Elika Tamaddoni

Head of Trade Marketing Yahoo7

Final note…

With three weeks lead time and some firefighting of deleted content we produced an event that featured in over 200 outlets across the globe. Yahoo7 was so proud they could showcase to the CEO of Tumblr just what Australia can produce and we were honoured to be charged with such an important global event.