We presented ‘Moose MixMash’ a fully immersive, interactive food and music festival of fusion in the heart of Bangkok. Our bright, bold festival identity was based upon a suite of visually disruptive images (vs key competitor activity) depicting food and music fusions; to add visual theatre and drama, we recreated the images as giant installations and deployed them strategically around the festival to signpost key areas.

We also devised ‘Rocktura’ a bespoke typeface derived from the brand’s two corporate fonts – Rockwell and Futura, providing Moose with a key dark market asset. Bespoke drinks cups (featuring an apple/vinyl record fusion) and takeaway food cartons (featuring a drum/sushi fusion) were produced and distributed throughout the event, adding to the flavour of the festival.

We selected a disused 5,000 square metre space right in the heart of Bangkok’s trendy Pathum Wan district to host the festival. This provided the perfect contrast to our neighbour – Central World, Thailand’s biggest, glitziest shopping centre – and a venue used by our competitors from the beer world to host their yearly events.

The scale of the event was huge, not only in terms of the space, but also the international line-up, featuring acts including Modern Dog (one of Thailand’s most famous bands), celebrity Instagrammer Lady DNA and several Michelin-starred chefs.

The festival took three months to plan and design – but was erected in just under eight days – from empty concrete yard to fully functioning festival – hitting the deadline (albeit with wet paint still in some areas!) Please see the video case study for images of the festival layout and scale.

Despite being staged over a weekend that saw several other high-profile events taking place in Bangkok, over 2,500 fusion fans experienced Moose Cider’s inaugural MixMash – with 77% rating their experience as ‘good to great’, plus, a staggering 63% of all attendees said they would definitely buy Moose Cider in the future and spread the word among their peers, all thanks to the Festival*.

However, the icing on the cake was when key influencer title Wallpaper Thailand got in on the act by running a feature of the festival in their magazine – resulting in over 80,000** impressions beyond The MixMash within two weeks of the event itself significantly raising brand awareness, way beyond the clients’ expectations.

* Source: RUAMKID Thailand – November 2015

** Source: Wallpaper Thailand’s circulation figure – November 2015