Overview
25.07.20
Club 121 began on its journey in 2017, nestled in a basement on Cuba Street. After the original location was closed due to earthquake strengthening within the building, the nightclub transitioned to a newly refurbished location on Cambridge Terrace. This campaign marked a significant new chapter in the Club 121 legacy that was eagerly anticipated by hundreds of eager dancers.
Creative Brief
Titled "The Search Is Over” this campaign embodied the patient anticipation of our customers during this transitional period. This project was a complete rebrand of Club 121, encompassing everything from logos to signage, along with an impactful launch campaign for the reopening night.
3D
At the heart of the campaign is a captivating 3D video featuring an alien protagonist navigating a complex maze, metaphorically representing our customers' journey to rediscover our dance haven. The campaign's timing resonated with the aftermath of the initial COVID lockdown, where the alien character symbolised the shared sense of unfamiliarity during that period.
GRAPHIC DESIGN
We conducted a comprehensive update of Club 121's assets, encompassing an upgraded logo, fresh signage, revamped bar menus, an enhanced website, and a collection of glow-in-the-dark merchandise.
Role
As the campaign lead, I assumed the crucial role of managing the rebrand and marketing strategy briefs, as well as overseeing the recruitment and management of the creative team to achieve our objectives.
Working in collaboration with my Club 121 co-directors, Cameron Morris and Tim Ward, we collectively shouldered a diverse range of responsibilities. These encompassed HR management, financial oversight, resource approvals, liquor licensing, and a multitude of other crucial aspects, all of which were integral to the successful execution of our endeavours.
Team
Campaign Lead
Olly de Salis
Nightclub Director
Olly de Salis, Tim Ward, Cameron Morris
Graphic Design
Roydon Misseldine
3D
Eamonn Freel
Photography
Shyam Patel, Josh Wotton
