The "Embrace the Mid" activation for Carlton Dry at Marvel Stadium offered a unique experience for game-day fans. Playing on the brand's campaign, the space was designed to be a fun and memorable engagement. We designed and built an activation space reminiscent of a sports therapy center, complete with lockers and bleachers, creating a bold and cheeky environment that merged the footy spirit with the quirky tone of the campaign. Visitors could get a mid-back massage from a professional therapist without missing a moment of the game. We designed mechanisms to attach screens to the massage chairs and tables, allowing fans to stay fully immersed in the action as they relaxed. A large-scale, hand-painted mural made full use of the space's vertical footprint, creating a bold, eye-catching graphic that delivered maximum visual impact. Design, Build, and Activation Production: Moth Design Activation Concept: Clemenger BBDO Mural: Signvision Melbourne Photography: Albert Comper
