Vision Australia, Carols by Candlelight
Sometimes, when the perfect image doesn’t exist, you need to create it yourself. Our illustrative approach for Vision Australia’s Carols by Candlelight resulted in flexible and enchanting creative that has endured over five years.
On December 24th each year, the Sidney Myer Music Bowl lights up as families and friends gather to celebrate Christmas at Carols by Candlelight. Hosted by Vision Australia, a not-for-profit organisation, it raises funds to support children who are blind or have low vision.
Vision Australia Fundraising Campaign
Amazingly, this iconic Melbourne event has been running since 1938. In 2019, we were asked to reimagine their campaign creative, with the number one purpose being to fundraise through ticket sales. After reviewing previous creative, we decided stock photography was problematic, and a bespoke photoshoot would waste money better directed toward the vision impaired.
Our breakthrough idea was for illustration to be at the heart of the campaign creative — the perfect medium to capture the magical setting. We introduced inky blues, warm pinks and yellow to breathe new life into the colour palette. Across the 100+ deliverables, the creative maintained a beautiful, unified presence — no matter the format. This fresh, flexible idea has been so well-received that it has been running for four years, even surviving the complexities of pre-, during and post-COVID. Every year, we “top up” their ticketing campaign, event collateral and donation campaign, like a suite of Insta stickers. Looking back, we’ve protected and enhanced an adored, precious Victorian brand while ensuring maximum return on investment for Vision Australia, year after year.
Event
Campaign
Illustration
Digital Assets
Environmental
Collateral
“Studio Hoopla nailed it — a completely original approach to our event creative, beautifully branded, and delivered with refreshing consistency and ease. Nothing was ever a problem, and they were with us every step of the way.”
Renee Jess, Head of Partnerships, Campaigns & Events, Fundraising at Vision Australia
