Embracing your inner child. That was the idea. Cheeky, irreverent, mischievous, provocative, playful and well, a wee bit naughty. That’s what we achieved with our campaign for the 2023 Melbourne Fringe Festival. By infusing creativity and humor into the campaign, we successfully embraced the ‘Play up’ theme of the Melbourne Fringe Festival. The cheeky and nostalgic imagery photographed by Shelley Horan not only captured the essence of the festival but also resonated with the diverse audience, reinforcing the festival’s position as a dynamic and boundary-pushing cultural event in Melbourne.

We used the ‘rude finger’, ‘flipped the bird’ and took a risk with creativity to deliver a campaign that went beyond the ordinary, leaving a lasting impression on both the festival and its attendees. The campaign resonated well with the festival’s audience, creating a buzz both online and offline. Social media engagement skyrocketed as the playful images sparked conversations, raised a few eyebrows and generated excitement about the upcoming events.

Melbourne Fringe

Campaign identity
Art Direction
Event signage
Digital displays
Maketing collateral


Shelley Horan

Image by Duncographic
Image by Duncographic
Campaign photography by Shelley Horan
Image courtesy of Duncographic
Image courtesy of Nick Robertson