Media Release: NAB’s Midsumma sponsorship shares memories

January 24, 2017 - Posted by Aesthetic

Originally featured in B&T

NAB, Midsumma Festival’s Principal Partner, is celebrating 30 years of the iconic Melbourne festival by giving the public the opportunity to become part of a digital time capsule – NAB’s Memory Bank.

Extending the partnership with brand experience agency, Aesthetic, the 2017 activation kicked off at Midsumma Carnival on the 14th of January with a live-site where attendees could adorn headphones – silent disco style – and listen to the initial recordings captured for the Memory Bank. Inviting participants to add their own message to the ‘Bank’ by calling a dedicated number, audiences are able to share their personal story and contribute to a more inclusive world for the future. The message is then added to the Memory Bank online application where it can be shared and enjoyed by others.

“The idea behind Memory Bank is to capture what Midsumma Festival and its promotion of diversity and inclusion means to individuals. We’re creating a record of stories from people of all backgrounds that we hope will inspire, support and celebrate the community. We’re encouraging people to listen and absorb this unique experience, as well as contribute their own stories,” adds Aesthetic Managing Director, Darren Natale.

The Memory Bank will be open for submissions for the full length of Midsumma Festival until 5th of February – call 1300 00 39 39 to share your story or listen to others’ at


Midsumma Festival is Melbourne’s premier LGBTI arts and culture festival presenting an annual community celebration and encouraging the development of innovative artistic content and a unique cultural experience.