The Event
Transition Decade Launch - Melbourne Town Hall, 14
Feb 2010
A gathering of 1,200 people concerned about climate
change and seeking a global 'emergency' response.
Hosted by an alliance of Environmental and Climate
Advocacy groups. More info: www.t10.net.au
The Brief
To create and deliver an uplifting and inspiring element
to the event which otherwise comprised two hours of
prominent speakers talking to the audience.
The Creative Challenge
The brief posed two creative challenges:
The audience takes the threat of
climate change very seriously and would not want
the issue unduly trivialised with humour.
The format was very long: 2+ hours
of sitting without a break, nor the chance to ask
questions.
The Concept - T10 Travel
As the event
was the launch of the journey into the “Transition
Decade”, David created a concept based around
the metaphor of 'Travel'. A mock Travel company ‘T10
Travel’ was set up comprising a crew of ex-flight
attendants.
By making the characters and the parody larger than
life, T10 Travel was able to gain credibility and
wide appeal with the audience. A presence was created
before, during and after the event, building a solid
story that was weaved throughout.
"Welcome to the first
leg of your journey into the Transition Decade..
all aboard if you want to join us... we’re
here for the long haul!"
The T10 Travel philosophy: Zero carbon emissions -
thanks to our unique ‘Carbon Capture
Breathing Masks’. Passenger participation
- you help us generate new ideas to be green
and clean. Emergency is an opportunity
- there are no emergency exits! Happiness and Joy - We’re
pretty cheesy...check out our outfits!
David played the role of Chief Flight Attendant 'Doug'
with two cabin crew: 'Skye Blue' and 'Astral Travel'.
In addition three musicians played in the foyer before
the event.
A unique 'T10 Travel’ logo and brand identity
was created that referenced the branding of the main
event while remaining separate to it. Elements included:
- Foyer backdrop
- PowerPoint background during on-stage performance
- Badges on costumes
- T10 Travel brochures in the foyer
- Audience handout material – interactive session
and feedback form
The Elements
The concept was designed to create audience participation
before during and after the main event:
Foyer – pre-event
A T10 Travel bureau was set up in the foyer. The band
played ‘happy, escapist vacation music’
as the crew roved amongst the audience promoting T10
Travel, showing brochures of the Transition Decade
(a sustainable future).
On Stage - Safety Demonstration
Early in the event, the crew ran a spoof of a safety
demo on stage. . . "please fasten your sense
of humour safely around your hips. Sense of humour
must be worn at all times in the Transition Decade".
.
In-flight announcement
In the absence of an interval, the audience were given
the chance to stand up and stretch via an "in-flight
announcement". This was delivered by David (as
the Captain) with the Cabin Crew directing people
from the stage.
Emergency Procedure
Towards the end of the event, T10 Travel performed an
'Emergency Procedure' that involved audience participation.
Participants were asked to discuss ideas about how to
avoid climate emergency with their neighbours. The Cabin
Crew then demonstrated new 'Emergency Brace Positions'
based on their ideas. . . all good fun!
Foyer – post-event
Flight crew in the foyer to thank people for flying
T10 airways.
The Outcome
T he audience reaction to T10 Travel was overwhelmingly
positive. Many commented that it gave the event a
much needed light relief. Others commented that it
had helped inspire them to seek fun and creative means
to continue campaigning for faster response to Climate
Change.
In
employing Dave as our creative coordinator
for the Transition Decade launch event, we
couldn't have found someone more suitable
to the job. We have had much positive feedback
from those that attended and in particular
for his contribution. He always brings to
a team a level of understanding of the issues
as well unique lateral thinking to how to
communicate messages.
What impressed me the most he was able to
deliver "T10 Travel" in such as
way that it didn't just seem like entertainment
to the crowd, rather, humour and having some
fun along the way was seen as an important
aspect of the transition strategy.
................-
Brigitte House, Organising Team, T10
The Creative Process
The above concept was developed over 4 weeks involving
3 client meetings to fine-tune the material to suit
the tone and pitch of the event. David co-creates
with the client and other artists when required.
Looking
for something 'out of the box' at your next
event?
Contact David
now to see how he could customise comedy
for your next event with some fresh ideas.
