Billie Eilish lights up Redfern via Spark Foundry and Habitat Media
A multi-storey mural, illuminated by a shimmering light show, has been launched in the inner-Sydney suburb of Redfern to unveil the new fragrance by pop superstar Billie Eilish.
Prestige Brands Australia teamed up with Spark Foundry, who devised the light show and handled the media planning and buying — commissioning the hand-painted mural from experiential marketing company Habitat Media.
The campaign also includes “tactical placement of premium street posters and dominations across Sydney and Melbourne’s youth hubs” near Priceline stores, the exclusive retailer of Billie Eilish No. 2.
Spark Foundry General Manager, Peter Roins, said: “We are incredibly excited and proud of the Billie Eilish fragrance launch campaign.
“Our team, in collaboration with Prestige Brands, have created an original and standout fragrance campaign that ticks all the boxes and one that will no doubt prove to be a success.
“We feel privileged to be able to partner with such a progressive and open client to collectively push the envelope on innovation in an otherwise traditional category.”
The Billie Eilish No. 2 fragrance mural lightshow, which emulates a rain storm, was first held on July 27 and will be shown again this Saturday, August 12.
Credits:
Client: Prestige Brands Australia
Jacqui Vargha – general manager
Jessica Charlesworth – business and marketing director
Andrea Rennie – senior brand manager
Krissy Wong – marketing coordinator
Media: Spark Foundry
Nora Nasser – client director
Bec Cooke – senior planning and activations executive
Rhys Taylor – client coordinator
Mural and Light Activation: Habitat Media
Outdoor Partners: Revolution 360
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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