Case Studies

The Optus Pyramid

Client: Optus

Overview

For Parramatta Lanes 2024, Optus were looking for an opportunity to immerse their brand into the fabric of the festival and specifically the art pillar. With the theme of connection to community central to the campaign objectives, Optus engaged with creative agency M&C Saatchi to produce an engaging and interactive art experience.

Working with Donne, a collective of female artists that specialise in designing and hand painting large format murals, The Optus Pyramid concept was conceived to be a progressive artwork that would come to life over 4 nights.  

With an impressive structure measuring 3m x 2m and featuring 3 sides, the Optus Pyramid was a key feature within Parramatta Square, a key arterial for thousands of festival attendees. The Parramatta Lanes team provided vital support in the lead up to the event, guiding both agency and client through site selection and inspections, onboarding and documentation and implementing marketing entitlements.

Neil Harley, Senior Director Local Community Engagement, Optus said: “Optus has chosen to partner with Parramatta Lanes because we are really excited for the opportunity this gives us to connect with the Western Sydney community..and that’s what Optus is all about, making those positive connections. It’s really exciting for us to be able to connect with the community in a really artistic way, the art we are creating talks to the power of yes and connectivity. Festival go-ers will have an opportunity to win a piece of the art and take it home with them. The City of Parramatta team have been sensational to work with. The way in which they have engaged with us to make this the best it possibly can be for the community has been a delight”  

Powerhouse Lane

Collaborator: Powerhouse Parramatta

Overview

Powerhouse Lane was a collaborative initiative delivered by City of Parramatta and Powerhouse as part of Parramatta Lanes 2024.

The street activation allowed an opportunity to celebrate the diverse culinary landscape of Western Sydney through a curated program of food, music and installations.

Delivered in collaboration with local stakeholders and co-funded via Transport for NSW's Open Street Grant, this was an opportunity for the community to connect, interact and foster meaningful connections through food and creative expression.

Powerhouse Parramatta engaged Creative Director Tony Assness and commissioned  Western Sydney artists Chris and Andrew Yee to create the signature artwork utilised through Powerhouse marketing,  social media and through installation pieces.

Powerhouse Lane featured food stalls curated in collaboration with award-winning social enterprise Welcome Merchant and music by Sydney's best RnB, soul and Hip Hop artists curated by We Are Warriors, fbi.radio and MC Trey.

Mars United for Heinz

Client: Heinz

Concept

Heinz were looking to connect with a youthful audience of pleasure and adventure seeker at a range of food festivals across Australia.

Parramatta Lanes provided the perfect opportunity to tap into an urban-suburban audience that are well-tapped into the latest food trends and have a heart for exploration.

Mars United created an immersive experience where visitors could do a blind taste test of the range of aioli and if successful in identifying the flavours, would win the range to take home. Mars also prepared hot chips on site with attendees forming long lines to grab a sample topped with their choice of aioli.

The City of Parramatta provided support to Mars United at various stages of the process to give insights on audience and production.