Yahoo7 has been a client of This Space for many years. When the founder of Tumblr visited Sydney for the first time and enjoyed the warm Australian hospitality, the breath taking views of Sydney Harbour and the excitement from the creative and media industry around Tumblr he made a decision to move the launch from the US to Sydney with three weeks lead time.
The CEO had one objective – to ensure that Tumblr content and its’ creators were celebrated in a way that truly brought them to life. An event where guests (hosted media) would understand the Tumblr platform and how it allows creatives to truly celebrate their talent.
As guests arrived at the landmark location of the National Art School they were greeted by giant animated Tumblr logos projected onto the sandstone frontage.
Following registration they proceeded to the outdoor experience. A collection of 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 and marvelled at by guests.
Once all guests had arrived the doors of the Cell Block theatre flung open for guests to enter. A giant Tumblr inspired lounge and seating area focused guests’ attention to the expansive 15m walls where 13 screens of native Tumblr content was moved around them.
The CEO’s 10 minute presentation rivalled that of Apple product launches and guests were let in on what Tumblr would do next.
Duelling DJs on stage set to Tumblr content kept guests entertained whilst dessert canapes of Cherros Umbrellas were served through the crowd and glow in the dark fairy floss added a touch of fun.
This Space were instrumental in creating a thought provoking brand launch for Tumblr.
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 proud to showcase to the CEO of Tumblr just what Australia can produce and we were honoured to be charged with such an important global event.
With only three weeks to deliver an event that would impress 450 hosted media and journalists the creative development needed to be visual story telling at its best. A design where Tumblr content would jump from screen to experience, immersing the guests from arrival to inspire them for their media stories. A four hour event that captured the audience and made them want to remain for the duration.
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 Tamaddona, Head of Trade Marketing at Yahoo7
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