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Four-day festival Beyond The Valley have launched their marketing campaign for the 2024 edition across social media and on street posters, surrounding the theme: ‘Experience Life In Technicolour’. The campaign highlights the colour that Beyond The Valley adds to our lives.
Paying homage to iconic films like Pleasantville and The Wizard of Oz, the campaign sees ordinary life presented in black and white – except for the people and objects connected to Beyond The Valley which are portrayed in bright technicolour.
“We wanted to take a different approach to launch Beyond The Valley this year. Amid ongoing discussions surrounding the challenges festivals face globally, we aim to remind everyone of the joy and vibrancy that festivals bring to people’s lives. Our teaser video encapsulates this by portraying ordinary life as dull and monochrome, which comes to life and colour through Beyond The Valley,” said Christian Serrao, Cofounder and Managing Partner of Untitled Group.
Last year, camping and festival tickets sold out in under a week, with 35,000 attendees enjoying an unforgettable four-day New Year’s Eve celebration. Highlights included performances by RÜFÜS DU SOL, Peggy Gou, Central Cee, and more. Since their move to Hesse, the festival has brought a vibrance to the Golden Plains.
Beyond The Valley’s lineups, combined with their dedication to production, art, decor, stage design, and theming, have earned the festival immense popularity and acclaim. Over the past nine years, it has evolved to be Australia’s largest music and camping festival, becoming a rite of passage New Year’s tradition for many. Last month, Beyond The Valley was recognised as one of the best music festivals in the world, becoming the only Australian event to make DJ Mag’s Top 100 Festivals List.
Beyond The Valley is brought to you by Untitled Group, the largest independent music promoter in Australia and the masterminds behind festivals such as Pitch Music & Arts, Wildlands, Ability Fest, and more.