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We’re partial to a good party at Willett, and Midsumma has got to be one of our favorites (don’t tell the others).

A true celebration of love in all its forms, the annual Midsumma festival is a magical, one-day-only party with all the flair and flamboyance you could hope for.

The brief? Create an inclusive and welcoming activation that celebrates Dan Murphy’s unique connection and partnership with Midsumma Festival.

So, we grabbed our glitter and got to work. Calling on all corners of the Willett office, we worked with Dan Murphy’s on creative strategy, styling, production, event management, graphic design and logistics.

The outcome? Dan Murphy’s Zero% Container Bar serving up good vibes and fruity non alcoholic drinks, all in the name of celebrating diversity.

Collaborating with a regional community partner, Q+ Hub, we created the Q+ Message Tunnel, where festival goers could share messages of solidarity and support, connecting and championing queer communities across regional Victoria. Plus, it wouldn’t be Midsumma without a guest appearance from the Queen of Cocktails herself, Sasha Starr.

The celebration reached its grand finale at Pride March, where over 7,400 marchers took to Fitzroy Street, with 45,000 people lining the sidewalks and balconies in support and solidarity.

Leading the Dan Murphy’s team? An iconic pairing of Sasha Starr and a high-energy marching band, all moving through a sea of rainbow.

A fabulous day full of glitz, glamour and community pride, perfectly capturing Dan Murphy’s message: better together.