Independent Melbourne-based creative agency, Town Square, has again partnered with the Snowdome Foundation for its annual fundraising event, Snowball, raising a significant $670,000. The Snowdome Foundation, a not-for-profit organisation, is dedicated to ensuring Australians diagnosed with blood cancer have the best chance to live longer, healthier lives.

Town Square has previously worked with the Foundation to develop the Snowball masterbrand for its inaugural event, which raised $650,000 last year. In 2024, Town Square developed a refreshed iteration - ‘Snowball Cucina’ - Snowball Kitchen - centred around a heartwarming Italian family kitchen.

This year, the agency further evolved the theme, focusing on the Italian adage ‘La Cucina Piccola Fa La Grande’ which translates to ‘A small kitchen makes a large home’. Town Square’s creative idea was extended across EDMs, website, social and PR, using a deep colour palette, reminiscent of the traditional Italian way of life and complemented with classic Italian callouts.

Celebrity chef Guy Grossi curated the menu for the event, and Cookes Food & Events provided the catering. Guests entering the venue were transported to Nonna’s kitchen with the smells of freshly baked focaccia and table settings adorned with tomato vines, passata tins and doilies encapsulating ‘Nonna Chic’ style.

Town Square founder, Danielle Moeller, said: "Since its inception Snowdome Foundation has enabled $85 million to be invested in blood cancer research in an aim to create new treatments and ultimately cure blood cancer, a disease affecting over 19,500 newly diagnosed Australians each year. It is incredibly humbling and uplifting to contribute to a cause that can have such a profound effect on people’s lives."

Snowdome Foundation chief executive, Kirstee Macbeth, said: "Town Square manages to capture the essence of Snowdome in every Snowball event. Each year, the creativity and conceptualisation of the masterbrand unfolds into a new and meaningful identity, perfectly encapsulating our organisation and who we fundraise for. That is incredibly rare and edifying, and we truly appreciate the massive contribution this partnership makes to the success of the evening, and our mission to accelerate next-generation treatments for Australian blood cancer patients."