Mona Foma invites Amish of Lancaster County to festival in new campaign via 72andSunny, Sydney
To announce the launch of the Mona Foma festival in Launceston in January 2019, Mona and 72andSunny Sydney have launched a campaign in one of the most well-known Amish communities in the U.S., Lancaster County, Pennsylvania, inviting Amish youth to this once in a lifetime party.
Mona Foma is a summer coming-of-age story about new experiences in a virgin environment. In an effort to invite everyone to experience it, 72andSunny Sydney went to the USA to invite those people who will have their minds blown the most – The Amish.
To dramatise the experimental nature of the festival, all Amish who will be entering their ‘Rumspringa’ (the infamous Amish gap year where 18-21-year-olds are allowed to roam the world free of restrictions to gain life experience) are given the opportunity to attend the event for free and accelerate their gap year into three crazy days.
The campaign includes a video invitation from the director of the Festival and Violent Femmes guitarist, Brian Ritchie, an outdoor and county wide ticketing campaign, and a website where they can redeem their free passes.
Says Robbie Brammall, director of marketing and communication at Mona: “We think the Amish will really get into this year’s line-up. It’s literally full of stuff they’ve never heard before – like space junk drone house. And guitars. Not sure how many will take up our free ticket offer, but our co-conspirators at 72andSunny said the locals seemed super into the idea when they chatted at the hardware store.”
Says Micah Walker, executive creative director, 72andSunny Sydney: “Robbie and his team are great partners. They’re very clear about what Mona stands for and they’re committed to doing the unexpected.”
13 Comments
But why
What’s the link? Because they’d apparently have their minds the most blown by it?
Rumspringa is the Amish equivalent of Schoolies.
When young Amish teens renounce ties to their religion and go out into the “wild”. Usually deciding if they wish to continue following the faith, or be disowned into a world of heathens.
It’s common knowledge in the USA and fits a campaign aimed at an overseas audience.
Good on youse Brammall AndSunny.
The Chaser/Glue Society already did this
love everyone involved in this project, but making Amish the target here is a bit of a cheap gag at their expense. Swap in a different culture – would the idea still pass the stink test?
Another lame duck from the Sydney chapter.
Nah.
Like Droga 5 a couple of years ago, the proper 72 must be reeling at the mistake they made handing their hard-earned reputation over to these clowns. In a sea of crap ideas on CB of late, this is the grand poobah of shit. You couldn’t even do a scam properly. Ps. I need a new Mac. Let me know when you’re having your closing down sale.
Messing with people’s values isn’t funny or edgy or clever. It’s just low.
Dunno about 72 and sunny, but you’re better than this.
This is actually pretty interesting;
Humour is always at someone or something’s expense. Historically this was minorities – racist jokes, gay jokes, fat jokes. But unless you’re Ricky Gervais, minorities are all off limits these days, so who do you poke fun at?
Humour in a time of extreme political correctness is a difficult thing indeed.
But I agree with a lot of what’s been said above – this feels cheap and dirty. In a world running pretty low on anything even resembling personal values, why try force our corruption on decent people? It’s kind of offensive.
Can’t go wrong with making fun of white blokes.
It’s a bit ‘What?’ for me – the film. Goes over my head. Chuckled at the website thing. No real resolve or CTA or anything for me.
But I have massive respect for Micah and Robbie as creatives, and no doubt this will turn into something good.
And if you can’t make good work with Robbie as your client, then there’s a bit of an issue there.
Festival looks great though