‘TABOO By Design: The Power of Provocation in Brand Experience’. TABOO Partners Andrew and James Mackinnon to Speak at SXSW in Austin

In a nod to 23 years of pioneering non-traditional marketing communications, TABOO partners Andrew and James Mackinnon have been invited to take the stage at next month’s SXSW 2024 in Austin, Texas.

Titled ‘TABOO by Design: The Power of Provocation in Brand Experience’, the keynote delves into the evolution of brand experience and underscores the crucial role that emotion and provocation play in creating lasting impact.

Part of the Festival’s Design Track, the keynote draws on over two decades of bringing brands to life, including culture-shifting experiences such as MECCALAND, Ponyfish Island, Supafish and recently the 2024 Australian Open, as well as award-winning experiential and retail campaigns for UP Bank and the Transport Accident Commission.

The brothers will explore how breaking conventions and embracing risk are not just creative choices, but business imperatives for brands wanting to gain cultural relevance. Attendees can expect globally sourced insights that challenge perceptions, revealing that in today’s cultural landscape, being expected is the greatest risk a brand can take.

Says TABOO founder Andrew Mackinnon: “Our journey has always been about challenging expectations. We’re looking forward to sharing our learnings and inspiring others to think differently about brand experiences. It’s about forging emotional connections that endure, shaping brands for the future.”