Tribe was hired by Carlton & United Breweries to create a campaign for the annual Australian Independent Music Awards.
The deliberately open-ended brief allowed us to demonstrate our total creative capacity, unbound and unabridged, for creating a unique, memorable campaign to promote the event.
After much brainstorming, we based the campaign on the use of Holi powder, inspired by the iconic Indian Tradition, which takes place during the Holi Festival.
We incorporated the Holi powder through studio photography and extreme slow-motion video mediums to create vivid, dynamic scenes featuring all nominated artists.
The campaign included design collateral, press advertising and videos at the event ceremony. Bringing life to the creative energy that the awards celebrate.
