Tixel bets on 'life gets in the way' in first campaign

Fan-to-fan ticket resale platform Tixel has launched its first integrated marketing campaign, timed for the start of the summer gig and festival season.

The hero spot was directed by Amber Mealing and produced by Pork Store Productions. It centres on a situation most fans will recognise: you’ve made plans and tried to make them work, but life gets in the way. Tixel’s pitch is that it gets the ticket to someone who really wants to be there.

The 30- and 15-second spots run on BVOD, YouTube, Facebook, Instagram and TikTok until the end of the year. They lead a broader summer push across Reddit, audio, podcasts, search and display.

Every Friday on Instagram, the ‘Who wants a bump?’ campaign gives fans a chance to be moved to the top of the waitlist for a show or festival of their choice.

On Friday, October 22nd only, Tixel will run an activation outside State Library Victoria on Swanston Street, Melbourne, where fans can take on a giant fan for the chance to win tickets to Beyond The Valley, BUNT., Iron Maiden, Kool & The Gang, Dangerous Goods XXL and Spilt Milk, plus Tixel Credit.

Kevin Azzopardi, Global Marketing Director, Tixel said: “The truth is, most people who sell on Tixel would much rather be at the show, but sometimes life gets in the way. You get sent on a work trip, your kid gets sick.

“On the other side, there’s a fan trying to get their hands on a ticket they can’t find anywhere else. This campaign is about bringing them together, fairly and safely. The characters and the setting are all a bit absurd, but that’s kind of the point: it shows how far a fan will go to not miss a gig.”

Mealing said: “Tixel allowed me to get weird with it and bring my own maximalist approach to the notion of ‘life getting in the way’.

“It’s such a rarity to have that creative license in advertising, but honestly approaching this campaign like a music video I think serves as a logical bridge that reflects what Tixel provides as a brand. We connected advertising to gig culture, while Tixel connects gig culture to the world. Match made in heaven!”

Credits

CLIENT | TIXEL
Kevin Azzopardi, Global Marketing Director
Andrew Kupresanin, Senior Design Lead
Melissa Ong, Integrated Marketing Manager
Shaunni Howard-Lewis, Global Brand Lead
Hui Min Chung, Designer
Gemma Pollard, Global Head of Communications

PRODUCTION | PORK STORE PRODUCTIONS
Director: Amber Mealing
Executive Producers: Sophie Booth, Grace Quinn
Producers: Sophie Booth, Annie Thiele
Production Manager: Sofia Viegas
1st AD: Jess O'Farrell
DOP: Amy Dellar
1st AC: Bonnie Chai
2nd AC: Oliver Gross
Gaffer: Frank Healy-Wood
Best Person: Remus Care Parisi
LX Assists: Darcy Lindstrom, Ruari Walsh
Grip: Michael Bespalov
Grip Assist: Lachlan Sweeney
Hair & Makeup: Em Stacey, Sam Pearce
Wardrobe: Brynna Lowen
Production Design: Bianca Milani, Jake Feast
Art Assist: Elle Jones
Runners: Laura Baron, Ava Loiterton
Safety Managers: Declan Eames, Siros Niaros
Unit Manager: Kim Freeman
Traffic Management: First Nations Traffic Management
Catering: Kartel

POST PRODUCTION
Offline Editor: Geri Docherty
VFX: Sugarcoat
Colourist: Niklas Malkin, Crayon
Online Editor: Angus Kirby
Departure Board Graphics: Robbie Ten Eyck

SOUND
Composer/Sound Designer: Sam Woodham
VO Record: Echo Darling

CAST
Hero: Makanaka Mujokoto
Airport Eyepatch Man / Gig Goer: Hyeonki Min
Airport Coffee Coat / Gig Goer: Adelaide Jones
Airport Burning Man: Marcus Cropp
Bus Older Lady: Meryl WhitesideBus Footy Bro: Peter Koves
Bus Runaway Bride: Ira Chakraborty
Bus Bald Man: Darcy Lane
Gig Goer Bro: Jaydan de Oliveira