UNCLOUD x MOOMBA

Clear the air

At the 2025 Moomba Festival—Australia’s largest free community event—KOJO was tasked with helping VicHealth cut through the noise with a bold UNCLOUD activation aimed at young people. Rather than simply raising awareness around the dangers of vaping, the brief challenged us to build a high-impact, culturally resonant experience that could also serve as a testbed for future, place-based campaign rollouts.

KOJO produced a fully integrated brand experience across high-traffic, youth-facing areas, including a branded skatepark, a 6x3m marquee, toilet decals, umbrellas, banners, and a fencing/grandstand wrap. A standout feature was a large mural on the skate ramp paired with a live artist activation where young people’s anti-vaping messages were transformed into a dynamic skateboard mural.

Collaborating closely with VicHealth, local partners, and skaters, KOJO embedded the campaign throughout apparel, giveaways, and signage—combining striking visuals with clear, prevention-focused messaging to create a culturally relevant and educational experience, setting the stage for future rollouts.