The artwork needed to evoke interest amongst young people and zombie lovers, so it had to be the right style and execution to be relevant to them. The right balance of illustration style and the ‘fright moment’ would make the experiential moment a valuable one, and drive interest in the new attraction.

In a world where everything is digital, we used the oldest medium there is. Paper. Collaborating with a paper engineer and illustrator, we created life-sized paper pop up zombies. The illustration process involved first creating a flat artwork, then modifying it when more dimension was added by the paper engineer. The zombies were installed in false doors around the city to lure unsuspecting victims. Giving people a fright when they least expected it was the perfect teaser for the experience they could have at Dreamworld.

We connected with our target audience through fear, tapping into primal emotional responses to create a branded moment and get our message through. The pop up zombies helped make Zombie Evilution Dreamworld’s biggest launch of 2013, contributing to Dreamworld winning the coveted Gold Queensland Tourism Award. Best of all, the launch of Zombie Evilution helped raise summer park visitation a massive 20% year on year, which translated to a 28% increase in revenue.