MG × CHILLOUT FESTIVAL

Brief

Celebrate The Block's new car sponsor, MG, while introducing audiences to Daylesford as the new home of The Block Season 21.

Insight

You don't truly experience a town through its landmarks. You experience it through its community.

Idea

Immerse contestants in the local community by having them build Pride floats for Australia's largest regional Pride festival.

Execution

Contestants built Pride floats that were towed through the ChillOut Festival by MG's new vehicle range, celebrating Daylesford's identity while naturally integrating the sponsor and introducing viewers to the season's new location.