Cairns Crocs | The Trade Desk

While working at The Trade Desk, I was tasked with designing the brand takeover for Cairns Crocs — one of the biggest dates on the Australian advertising calendar, where thousands of marketing executives and agency leaders gather each year to talk trends and, more importantly, to network. The challenge was to give The Trade Desk a physical presence that felt native to the event's energy, while tying the whole experience back to the launch of our Premium Internet report.

To do this, we took over The Chambers Hotel as a dedicated space for our team to host client and agency meetings throughout the event, and extended the takeover to a DOOH placement at Cairns Airport — making sure attendees saw the brand before they'd even landed. Working closely with our Creative Director, Senior Copywriter and event agency, I art directed every piece of collateral across the space, from venue signage down to coffee cups and menus, keeping the report's themes woven through the smallest details.

I also pitched the activation ideas that gave the space its personality - including a branded claw machine and a run of Trade Desk croc charms, which turned out to be some of the most fought-over merch of the week.

The takeover became one of the most talked-about brand presences at Cairns Crocs that year, giving our team a natural way to open conversations with key clients and agency partners and putting the Premium Internet report in front of exactly the audience it was written for.