The Property Council of Australia’s annual Gala Ball and Awards Ceremony is reputed as the industry’s night of nights. As the ongoing Creative Partner for the Property Council of Australia’s ACT Division, we crafted an immersive event design and elaborate promotional campaign, harnessing the very best of our video production and design capabilities - all based around the core theme of “A Night At The Theatre”.
- video production
- graphic design
“Mude were pivotal in providing creative direction, video production, photography and brand for the Property Council of Australia’s 2017 Gala Ball & Awards Ceremony. The Property Council achieved a record in ticket sales revenue for this event and Mude were the key driver in achieving this result."
ACT Membership & Operations Manager ACT Division, Property Council of Australia
The Property Council represents the largest employment sector in Australia which contributes a significant portion to the Australian GDP. As an industry celebrated for providing employment to countless Australians, the annual Gala Ball is a highly prestigious event that brings the leaders of its industry together. Each year, the Gala is themed, branded, and styled months in advance. A range of organisations and individual voices come together and work hard to make it a night to remember.
An event of this scale demands meticulous planning, timely delivery, and strong attention to detail. Our challenge was to drive ticket sales by creating an imaginative and immersive event design. We were also tasked with rejuvenating the Gala’s previously-limited promotional strategy, which was made up of hard paper and email invitations. We had to bring the class and decadence of the theme “A Night at the Theatre” to life - with an aim to sell out the event entirely.
We worked closely with the PCA team to provide creative direction, strategy, and asset design for the promotional campaign. We were given a clear creative brief: to create event branding that was consistent with the Property Council’s tone of voice, whilst still elevating the Gala’s profile as the industry’s most glamorous event of the year. However, the interpretation of the theme was left to the Mude design team. We were immediately inspired by the 1920’s period - think Gatsby-esque glitter and gold, elegant textures, art-deco patterns and rich colour palettes. Like the reputation of one of Gatsby’s famous parties, we wanted to build a sense of anticipation and excitement in the lead up to the big night. To do that, we decided to translate the invitation to the Gala into the world of digital, for the first time.
The first announcement was made through a video invite - setting the tone for an extravagant evening. After brainstorming several ideas, we settled on a video that told the story of two glamorous attendees preparing for the big night: red lipstick and high heels, cologne and bow ties. Beautifully shot in cinema-grade style, the ad could easily be mistaken as a scene from The Great Gatsby itself. The video invitation was distributed via email to the Property Council’s network of industry professionals, to hype up the excitement of the evening to come.
We created a range of other engaging promotional materials for distribution across socials, email and the PCA website. Mude designed every element, digital and print; from the awards nominations release to digital brochures, billboards, programs and posters. With a consistent visual event identity and word darting across the industry through the internet, we had found the winning formula for generating a record-breaking number of ticket sales.
When attendees finally walked down the red carpet, they were instantly transported to a world of extravagance. Old cars, crystal chandeliers and a colour theme of maroon, white and gold were chosen to compliment the bespoke event programs and slidedeck presentation we created.
Scrubbing up in our black suits and bow ties, we provided the official video and photo coverage of the Gala and its attendees. The footage we captured on the night was collated in a beautiful highlights video, immortalising this totally-glamorous event.
The evening of splendour lived up to its name. Through a successfully enticing promotional campaign, we generated a sell-out event with over 500 industry attendees. From arrival to departure, attendees were immersed in a world of Gatsby-esque theatre, providing an elegant escape from their day to day lives in the property industry. We transformed the experience of event attendees to a new world of class.