Side B: We're throwing it back to Y2K
Campaigns launched, records broken, partnerships inked - recapping a bumper month (and a bit) at Bolster Group
From Epping to ACMI, Flinders Street to festival stages across the country, Bolster Group has been on the move. Here’s a snapshot of what we’ve been up to.
Simsational Stuff at ACMI
We brought the Y2K vibes to ACMI for The Sims 25th birthday, recreating a 2000s-inspired bedroom with the help of dynamic design duo Josh and Matt. This was another huge Group effort — activation from Aeroplane; creative, content and strategy from Bolster; and PR from Superstate (Common State’s new gaming vertical).
More than 5000 visitors turned up over three days, while the Superstate team landed over 180 pieces of coverage across major news, lifestyle, and gaming titles. The result? A wave of nostalgia across local, national and international media, cementing The Sims as a cultural icon — 25 years on.
Welcome To The Plaza
What happens when you send a trio of Nonnos shopping? Loads of cards and very little action, apparently! Comedy trio Sooshi Mango are among the stars of The Plaza, an online comedy series devised by Bolster Group to celebrate Pacific Epping’s new fresh food destination, Hunter & Gatherer (or H&G to locals). The Plaza features some of Australia’s best-loved ethnic comedians. Keep your eyes peeled on Pacific Epping’s channels for more 👀
Breaking Records At Laneway
After months of content production, website builds, media buying, partnerships, talent wrangling, contract signing, activation building and endless post campaign reports, the dust has well and truly settled on Laneway 2025.
This year’s festival was a success across all lines. Our media team helped Laneway sell out in record time, while Aeroplane Agency delivered a record-breaking year of partnerships – 26 brands across six cities. Many thanks to Mumbrella for the write up.
Melbourne Turns Blue For RISING
RISING is always a special one for us. It’s a festival that transforms Melbourne/Naarm into a city-wide celebration of art and culture — and Bolster Group is deeply embedded across media planning, partnerships, PR and more.
This year’s campaign launched in March with a bang, thanks to a blitz from the Bolster Media team across Meta, TikTok, BVOD, outdoor and beyond. Meanwhile, Common State helped launch Swingers, RISING’s cheeky mini-golf takeover of Flinders Street Station. Fore! (Do people still say that?)🏌️
Changing The Game With Nike and Reko Rennie
The Going North team had the privilege of working on a moment that will go down in football history — the launch of the first ever Indigenous-designed national team kit for the Matildas and Socceroos. Created by legendary Kamilaroi artist Reko Rennie in collaboration with Nike, the campaign saw national legends Kyah Simon and Jade North visit Reko’s studio to talk art, identity and the power of the beautiful game.
Common State Sets The Pace
Step counts were off the charts this month as Common State hit the streets — and galleries, and theatres — with a packed cultural calendar. The team worked across the glitzy Vernissage opening of Melbourne Art Fair, photo shoots and media calls for Chunky Move at Asia TOPA, and the bold opening of A Nighttime Travesty at Malthouse Theatre. All in a day’s (very well-dressed) work.
Living Your Best White Lotus Life
At Bolster Group, we believe great work isn’t tied to a desk — or a postcode. Our remote work policy gives team members the flexibility to work from almost anywhere in the world. Just ask Giulia Ballerini, our Group GM of Operations, who recently spent 10 days living her best White Lotus life in Phuket and Bangkok (minus the drama and murders, of course).
“Got to try my hand (or my knees rather) at some traditional Muay Thai, ate like a local, drank like a fish. Found it a great way to smash out some super productive work from a well-equipped hotel room, but also simultaneously recharged my batteries amongst some new scenery.”
💃 Movers & Shakers
It’s been a big month for new arrivals and new chapters across the Group.
We’re thrilled to welcome Alex Light as Bolster’s new Group General Manager – Client Partnerships. Alex joins us from Concrete Playground, where he spent the past few years as MD. In a previous life he launched Bowlo Draught beer and was Commercial Director and Acting Country Manager at VICE Australia, leading its creative agency VIRTUE, among other things.
“I'm excited to be a part of the innovation, the ambition, and the creativity, and next chapter of the agency's growth in Australia, Asia, the US and beyond.”
Also joining the team:
Georgia Fox – Senior Account Manager (Common State)
Casey Cameron – Senior Campaign Manager (Bolster)
Hilla Inbar – Campaign Coordinator (Bolster)
And some familiar names in fresh new roles:
Carlie Trotter – Content & Editorial Director (Common State)
Charley Binney – Head of Entertainment (Common State)
Darren Levin – Group GM - Marketing Solutions (Bolster)
Erin Flanagan – Head of Project Delivery (Bolster)
Catherine Burton – Strategy & Marketing Manager (Bolster)
Rachel Le Roux – Social Marketing Manager (Bolster)
Giulia Ballerini – Group GM - Operations (Bolster)
Sophie Bloomfield – Senior Creative Project Manager (Bolster)
Hannah Docherty – Senior Creative Project Manager (Bolster)
Rachael Hart – Experiential Creative (Bolster)
And finally, a bittersweet goodbye to our Head of Creative Solutions Jess Davis, who’s off to New York City. We tried convincing her that Abbotsford has better bagels, but the bright lights won this round. Thanks for everything, Jess.
🔗 What We’re Reading/Listening To This Month
To finish, here’s some curated content from the team.
Like what you’ve seen above? Get in touch with Bolster Group — your eye on culture.