“This campaign sets the stage for a completely unique, choose-your-own-adventure experience on site."
Australia's largest multi-day festival, Beyond The Valley (BTV), returns for its 11th year, taking place at Barunah Plains December 28 to January 1.
Presented by Untitled Group and triple j, BTV enters its second decade.
Following a short teaser released on socials, the festival has launched its Fortune Favours The Curious campaign, placing BTV inside a fictional television universe: the B. TV Network.
Fans can sign up for presale access to play Beyond The Briefcase, an online game show packed with clues, festival news and the chance to win one of five unique BTV experiences.
"Starting the next decade of Beyond The Valley is something our whole team is incredibly excited about," said Untitled Group co-founder and managing partner, Filippo Palermo.
"Selling out our 10th anniversary edition in under an hour was a milestone moment we won't forget, and a true reflection of the incredible community that has grown with us over the past decade.
"We genuinely cannot wait to share what we have in store."
At the heart of the campaign is a 60-second TV commercial, dropping viewers headfirst into the fictional television universe of the B. TV Network, at the core of which is a game show drawing inspiration from Deal or No Deal and Family Feud, where two teams compete for the coveted BTV briefcase.
A snippet of Dutch powerhouse KI/KI's track "What's a Girl to Do in '25" rings through the final frames as the first artist tease.
Untitled Group senior marketing manager, Steph Mrmacoski, said this campaign was the next stage of the festival's evolution.
"Over the last few years, we've focused on deep, interconnected storytelling that offers our audience a sense of escapism from everyday life,” said
“Fortune Favours The Curious' is the natural next step in that evolution.
“It's a playful reminder of what happens when you step out of the ordinary, say yes to the unexpected, and become an active participant in the adventure.
“BTV is a world within a world where anything can exist, and this year, we want our community to feel completely connected to that brand universe before the lineup even drops.
“By bringing the Beyond The Briefcase gameshow online, BTV attendees actively participate, hunt for festival clues, and unlock incredible prizes.
“This campaign sets the stage for a completely unique, choose-your-own-adventure experience on site."
Credits
Client: Untitled Group
Concept, creative direction, strategy, exec producer: Steph Mrmacoski
Creative, design, producer: Sam Hayes, Eddie Atchison
Videography director: Paddy Hassall (Enamoured Iris)
Videography producer: Megan Brocco (Enamoured Iris)
Videography edit, audio and special effects: Paddy Hassall, Harry Anderson, Alejandro Aristizabal
Music: KI/KI, "What's a Girl to Do '25"
