Newkind Festival

Brief

A four-day immersive workshop festival on the coast of Tasmania, built to train a different kind of leader.

Approach

We made it a story instead. Attendees bought tickets into one of six factions, each an archetype of humanity, and the narrative started before anyone arrived through guerilla marketing and video. On site they were onboarded into an alternate reality game and levelled up their faction by attending workshops and following clues, with status tracked on an RFID passport. The festival was drug and alcohol free and served vegan meals three times a day. Bands, DJs and open mics ran into the evenings.

Outcome

500 attendees over four days with a cast of 20. Covered by The Examiner and Skyscanner.

Credits

Client

Newkind Festival

Video

Rceye PhotographiX

Photos

Bob de Riemer