Guerrilla installation takes over Melbourne to promote The Weeknd’s Aussie tour
A spectacular guerrilla installation has taken over Melbourne’s historic Nylex Plastics Factory to promote The Weeknd’s newly-announced Australian tour.
Earlier this week, the Canadian singer announced he is heading down under for the first time since 2017 after cancelling his last Australian tour, with the After Hours Til Dawn global stadium tour to start in October.
The campaign experience began at twilight with cryptic messages like ‘Everything Will Fade‘ and ‘The End Is Near‘ appearing through 3D-mapped projections.
The grand reveal of the Australian tour dates, locations and ticket information followed shortly after.
“By casting a larger-than-life projection onto one of Melbourne’s most iconic buildings, we aimed to ignite curiosity and anticipation, setting the stage for a tour announcement that would reverberate far beyond traditional channels,” Live Nation Australia and New Zealand VP of marketing, Nathan Thompson, said.
“We chose to partner with INVNT again because they understand what we do. They’re not just marketers, they’re music people, and that shared passion translates into campaigns that resonate deeply with fans. Our previous Push for Pearl Jam campaign was a huge success, and we were excited to see what we could achieve together this time around.”
INVNT GROUP APAC group executive creative director Adam Harriden added: “Culture defining moments are created when you bring together two elements of the opposite kind, something we’re big on at INVNT. In this case, it’s projecting one of the world’s biggest pop icons on a heritage listed infrastructure such as the Nylex Clock.
“We’re blending the old with the new, the traditional with the upcoming to create that spark and creative rebellion that we’re excited to bring to life with Live Nation Australia.”
The Weeknd’s record-breaking 2022/2023 After Hours Til Dawn Tour saw massive global success with over 60 sold-out stadium dates and more than 3 million attendees.
The tour also broke attendance records at multiple venues, including London Stadium, boasting over 160,000 concertgoers across two nights.
Addressing fans in a statement, The Weekend, real name Abel Tesfaye, said: “I want to make sure you all know I hadn’t forgotten about you. When I return now, it will be the right time, and I promise it will be such a special experience. I can’t wait to see you all!”
Tickets to the Australian leg of the After Hours Til Dawn Tour go on sale to the general public from midday on August 26.
Agency: INVNT
Client: Live Nation Australia
Creative Lead: Adam Harriden, INVNT
Partnerships Lead: Heath Mawson, INVNT
Marketing Lead: Nathan Thompson, Live Nation
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