Mona owner David Walsh is often described as a bit of a Willy Wonka. Anyway, to celebrate the opening of Mona's new $30m wing (Pharos) we sent out 5000 Walshie Bars to every house in Mona's suburb (Berriedale), as a tiny thank you for putting up with the building works. Hidden inside 30 of the Walshie Bars was a golden ticket to a no-expense-spared 'locals only' VIP opening gala - with grunge Mongolian throat singers and everything. The stunt was front page news within an hour, and 'Walshie Bar' trended on twitter for three days.
Diemen Awards - finalist, ambient