The Mardi Gras festival (in particular, the Afterparty) had been losing its appeal to a younger generation who less defined themselves by their sexuality.
How do you create an inclusive identity that is more party than politics?
This is a love story
A singularly Sydney tale that has changed a nation and been told the world over.
The new identity for Mardi Gras was more than just a rebranding exercise. It signalled a new beginning, one that holds true to the past yet looks to the future. A future free of the definitions that once gave rise to divisions. Where everyone is welcome including straight mates (and parents too).
A new chapter in the fabulous Book of Mardi Gras, where boy meets boy, girl meets girl, boy/girl meets girl/boy. Pash, get married, and live happily ever after.
This is a success story
The Afterparty went off like nothing before with the launch of the new ‘infinite love’ identity. Which was amazing for the record number of party goers (at least for those who could remember).
Even more so for the Mardi Gras organisation because the Afterparty is crucial to its funding and survival.
So here’s to the life of the party. And long live Mardi Gras.
