The idea behind Lockout Law Memorials was to highlight the importance of live music venues to the future of Australian music.

We worked from the insight that many young people were unaware their favourite artists had started their careers in small clubs.

We wanted to show that without these venues, some of our most internationally successful musicians might never have made it, and that future young stars never would.

The key to achieving this was creating custom plaques, linking each shutdown venue with the personal story of a Sydney artist that had gotten their start there.

These became the seed of an idea that each artist could personally own and share with their social audiences.

Lockout Law Memorials was a unique blend of physical and digital executions that came together across multiple PR channels.

Our 18 artists, each shared images of their plaques in real time on their social channels. Key national youth media were briefed ahead of time to prepare pieces on the campaign, which launched simultaneously on September 23, 2016.

Our viral video was boosted by an unreleased track from Flume, Sydney’s most famous electronic export. His continued involvement guaranteed us coverage on music and culture publications across the world on September 27. Our ongoing PR story helped drive 10,000 people to our rally on October 9, covered by mainstream news around the country.

The campaign also became the basis for an earned PR stunt on national TV during the ARIA Awards, forcing the state government to pay attention and promise to review the laws by the end of 2016.

‘Lockout Law Memorials’ struck a chord in music and popular culture, driving public awareness and putting pressure on government:

- Our social video was a viral success, picked up in media around the world, as well as radio, TV and print publications in Australia. It would go on to receive over 30 million impressions with no media spend.

- Over 10,000 people attended the Keep Sydney Open rally in October 2016.

- Over 4,000 editorial articles in publication including The Guardian, Billboard and Mixmag.

- Artists referenced the campaign directly during the nationally televised ARIA Awards.

- In response, the state government promised to review the laws and their impact on Sydney’s culture, and pushed the lockout time back to 2am in December 2016. Amid growing pressure, the Premier stepped down in January 2017.