Untitled Group launches 2025 Beyond The Valley marketing campaign

Now in its tenth year, Untitled Group has officially launched Beyond The Valley’s 2025 marketing campaign, positioning the music festival as “The Great Escape” from an increasingly grey and repetitive world.

Every year, the music festival — which is one of the last remaining in Australia — welcomes tens of thousands of music lovers to Buranah Plains, Victoria, for four days over New Year’s. Unlike many of its peers, Untitled Group has succeeded despite Australia’s live music crisis, with last year’s festival hosting 35,000 attendees.

Taking a similar approach to last year’s “Experience Life in Technicolour”, the 2025 campaign has kicked off with inspiration from movie and TV pop culture like “Severance” and “Groundhog Day”, painting a familiar modern scene — cubicles, routine, and “corporate monotony”.