There’s a plane hidden somewhere in Tasmania. Find it and you’ll win it. Intrigued?
Of course you are. And your attention has just been captured by the MONA (Museum of Old and New Art in Tasmania) for the Museum’s summer music and arts festival, MONA FOMA. This year will be the eleventh MONA FOMA, and will feature “a wildly eclectic musical line up, a deep program of questionable art, and a challenging dose of hedonism.”
Winning means the plane will take one lucky person and 149 friends to MONA FOMA. To win, entrants just have to find the purple and yellow Air Mofo party plane, hidden somewhere on Mona Foma’s online map of Tasmania, at www.FindAirMofo.net.au.
The campaign has been brought to life by The Glue Society and MONA in an equally intriguing film that also captures the festival’s walk-on-the-wild-side personality. To make it, MONA and The Glue Society spent days with AIR MOFO cabin manager, Rosa Rita, and her assistant, The Creature, as they ventured from the plane’s apparent hiding location back to civilisation through Tasmania’s wilderness.
The film was released with bite-sized social snippets encouraging people to search for clues:
Robbie Brammall, director of marketing and communications, Mona, commented, “Winning an entire Boeing 737 is a terrible prize. Terribly awesome. And like the festival, those on board will see things that can’t be unseen. Hopefully the Find Air Mofo mechanic also gets Mainlanders exploring every square centimetre of Tassie by satellite. It’s a good-looking island.”
Clues to Air Mofo’s location can be found within the map, in festival ads and on the Mona Foma website. The Find Air Mofo competition runs October 10 -15, with the winner announced on October 15. The victor has a month to organise their 149 friends, family and complete strangers to make up the numbers.
John Fitzgerald, chief executive officer, Tourism Tasmania, commented, “I’m pretty sure this has never been done before. There’s probably a good reason for that. Nonetheless, hopefully this promo gets mainlanders exploring every square satellite metre of our amazing island. Who knows where the plane is hidden? I don’t. They won’t tell me. I’d put it on a beach.”
Production Company: Revolver/Will O’Rourke
Director: The Glue Society
Managing Director & Executive Producer: Michael Ritchie
Executive Producers: Pip Smart & Jasmin Helliar
Producer: Isabella Vitelli
Director of Photography: Will Robertson
Post Production: The Glue Society Studios
Sound: Otis Studios
Creative Director: Robbie Brammall
Creatives: Luke Duggan & Liana Rossi
Production Manager: Angelique Brcic
Mona Foma Boss People: Brian Ritchie, Shelley McCuaig & Lee Cumberlidge
Mona Marketing Manager: Daniel Aitken
Drag Queen: Rosa Rita
Thing: Ana Thema
Stills Photographer: Adam Gibson