Hats Off to Queensland Farmers

Hats Off to Queensland Farmers

Client: Department of Primary Industries Queensland

Project: Hats Off to Queensland Farmers – Royal Brisbane Show (Ekka) Installation

The Client

As a major sponsor of the Royal Brisbane Show (Ekka), the Department of Primary Industry (DPI) plays a key role in connecting city audiences with Queensland’s agricultural backbone. At the Royal Brisbane Show (The Ekka), they wanted to connect city visitors with Queensland’s agricultural roots, while promoting both appreciation for farmers and awareness of responsible pet ownership.

The Brief

DPI had two key goals:

  1. Celebrate Queensland’s Farmers – Share their message of “Connecting the city to the country at Ekka” and “Delivering a prosperous food and fibre future for Queensland,” in a way that engaged families and children.
  2. Promote Strong Dog Laws – Raise awareness about dog management, training, and the risks and responsibilities of pet ownership, with an emphasis on troublesome breeds.

The challenge was to communicate these messages in an environmentally conscious, engaging way that appealed to thousands of show-goers across the week-long event.

Our Solution

Cardboard Mill designed, created, and installed two completely recyclable stalls at the Ekka. These stalls combined messaging, props, and kid-friendly furniture that encouraged families to engage with DPI’s activation throughout the event.

To elevate engagement, we also produced 6,000 cardboard Akubra hats—ingeniously designed flatpacks that children could assemble themselves on-site. The hats quickly became a crowd favourite, sparking buzz across the Brisbane Showgrounds and spreading DPI’s core message: “We tip our hats to Queensland’s farmers.”

The Process

  1. Briefing & Brainstorming – Initial discussions to understand outcomes, audiences, and challenges.
  2. Indicative Costs & Concepts – Shared ideas and costings for various engagement options.
  3. Formal Requirements & Proposal – DPI provided detailed requirements, and we submitted a refined proposal.
  4. Design & Collaboration – Worked alongside DPI’s internal stakeholders and graphic designers to finalise artworks, props, and installation plans.
  5. Delivery – Smooth bump-in and bump-out supported by DPI’s logistics team, ensuring a seamless execution.

The Outcome

  • Thousands of families engaged with DPI’s stalls across the week of Ekka.
  • 6,000 cardboard Akubras were assembled and worn proudly by children throughout the show, creating a memorable visual celebration of Queensland’s farmers.
  • DPI’s dual messages, celebrating farming and promoting responsible dog ownership were successfully delivered in a fun, family-friendly, and environmentally conscious way.

The project proved that sustainable design can create high-impact, memorable activations that resonate with audiences of all ages.

Words from visitors

This was my daughter's favourite part of the Ekka this year - with our carefully crafted hats now featuring prominently in our dress up box! - Natassja S

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