When Zespri tasked us to work their SunGold kiwifruit into people's mornings, conscious clubbing immediately sprang into mind. A movement taking the world by storm, conscious clubbing has turned the notion of raves on its head, and disrupted morning habits forever. 

 

A non-alcoholic rave at 6:30 in the morning? Surely no one would wake that early... And little did we expect the interest it garnered. We dreamt up a week-long calendar of morning experiential activities set in the CBD, all drumming up buzz towards Southeast Asia's 1st pre-work party. RSVP lists were quickly maxed out, and with partygoers lined up around the block from as early as 5am on event day, the Zespri Golden Morning rave soon became a reality.