An Australian first, the festival featured six concerts celebrating the world’s greatest orchestral music, from Ministry of Sound to David Attenborough’s Blue Planet, all under the stars at the Adelaide Showground. We were involved from the event’s early ideation stage, developing the name, strategic positioning and brand, before delivering both brand and retail campaigns, focused on building awareness and driving all-important ticket sales for the event.

In understanding the Adelaide Symphony Orchestra's vision for FOFO, we developed a brand and campaign that would match the energy, the intrigue, and the calibre of what the event would become. One that married the beauty and sophistication of classical instruments, with the technicolour and tones of twilight. Most importantly, the brand identity respected and worked harmoniously with the Adelaide Symphony Orchestra's existing masterbrand, yet purposefully allowed it to take a backseat to allow for the campaign to appeal not only to their current audiences, but introduce and drive sales from new audiences too.

We also explored a number of guerrilla marketing concepts, including having ASO performers busking at pop ups throughout the city, and an initial teaser campaign plastered across Adelaide that introduced “FOFO” with the teaser invitation to “Find Out For Oneself” to learn more about the upcoming event.

The inaugural event was a sell-out, attracting more than 22,000 people over six nights — with nearly half of those being first time ASO ticket buyers. The project also picked up multiple awards at the 2022 Adelaide Advertising & Design Club Awards, including for Brand Identity.