Gatecrasher - Back in the n.e.c., Digital - Flyers

Somewhere between overpriced drinks and overpriced DJs, niche nights turned into super-clubbing, brandishing their brands across discos and compact discs as bands had done before them. Before superstar DJs became spectacles in themselves, playing other peoples records, we saw a space to make the real stars of the night-time economy a key ingredient in the mix media.

First underground with NY Sushi and then going overground with Gatecrasher, we included the audience as part of the offer… something to experience with fellow travellers not simply as consumers… where Crasher Kids were more a part of Gatecrasher than the DJs, where the experience was bigger and bolder and more beautiful than the sum of its parts.

We created a language that was inclusive and informative rather than promotional. We designed 6 page fold-out ads in Muzik and Ministry Magazines that were 99% brand celebration with the likes of Paul Van Dyk listed in 6pt text in the gutters and margins… if club promo is all about the talent… then Gatecrasher was the church and the DJs just the town cryers…

It started with ‘It will always be with you’, the Don Valley Millennium extravaganza capacity expressed at '14,999… and you’ and ran through years of flyers primarily addressing the reader, as the faithful. Before social media, these flyers were the coded messages, the call, the connection, the conversation. Gatecrasher gave us the space to change a dynamic, as we’d done with Wipeout and Warp. That’s what we were interested in doing. So we did it.

These un-archived flyers may show small signs of wear from storage.