Where will intrigue take you?
MINI Australia was pleased to join Dark Mofo as a major partner for the 2018 winter solstice festival in Hobart, Tasmania (7 to 24 June).
Since its inception in 2013, Dark Mofo has become an iconic Australian winter destination with attendances in excess of 400,000 in 2017. The festival presents an eclectic international program of music, performances, installations, screenings and exhibitions.
As part of this major partnership, MINI Australia was given the opportunity to activate their brand across three weeks of the Dark Mofo festival. Identifying key characteristics shared between the Dark Mofo and MINI Clubman audiences, MINI joined with KOJO to devise a unique activation that rewarded the curiosity of experience seeking cultural explorers.