AGENCY
Matthew Lawson, Executive Creative Director, McCann Melbourne
Charles Baylis, Senior Copywriter, McCann Melbourne
Dave Budd, Senior Designer, McCann Melbourne
Charlie McDevitt, Group Account Director, McCann Melbourne
Emma Van Den Berg, Account Director, McCann Melbourne
Meg Andrews, Account Manager, McCann Melbourne
David Phillips, Head of Media, McCann Melbourne
Tony Prysten, Digital Director, McCann Melbourne
Victoria Conners, Head of Production, McCann Melbourne
Jane Walshe, Media Director, McCann Melbourne
SUMMARY
The University of Melbourne conducts world-changing research but the people of Melbourne didn’t know. Publishing research raises awareness, but we had to publish this research in a new and interactive way to increase research investment significantly.
We turned an entire city into an exhibition by showcasing the world-changing research, re-imagining outdoor media and bringing it to life with a mobile audio guide. This brought the brand alive to people and allowed them to experience what has been Made Possible by Melbourne, leading to an increase in research enquiries.
