MELBOURNE SLICES

TitleMELBOURNE SLICES
BrandVIRGIN AUSTRALIA
Product / ServiceFREQUENCY
CategoryA01. Posters
EntrantCLEMENGER BBDO SYDNEY, AUSTRALIA
Entrant Company CLEMENGER BBDO SYDNEY, AUSTRALIA
Advertising Agency CLEMENGER BBDO SYDNEY, AUSTRALIA

Credits

Name Company Position
Paul Nagy Clemenger BBDO Sydney Executive Creative Director
Ian Broekhuizen Clemenger BBDO Sydney Creative Director
Malcolm Caldwell Clemenger BBDO Sydney Creative Director
Giles Clayton Clemenger BBDO Sydney Copywriter
Simon Hayes Clemenger BBDO Sydney Art Director
Tim Mcpherson Clemenger BBDO Sydney Head Of Craft
Ben Greenfield Clemenger BBDO Sydney Creative Retoucher
Thomas Rhoder/Steve Leupen Clemenger BBDO Sydney Finished Artists
Steve Tindall Clemenger BBDO Sydney Producer
Chris Yong Clemenger BBDO Sydney Group Account Director
Chris Jordan Clemenger BBDO Sydney Senior Account Director
Michael Scott Virgin Australia General Manager/Marketing And Communications

Brief Explanation

Because of our vast geography, Australian business travellers fly more than nearly any other nation on earth. We needed to find a way to show these travellers that Virgin Australia now fly between Australia's major cities, in this case Sydney and Melbourne, up to 31 times a day. And we needed to do this all in a single poster.

The Brief

Our task was to raise awareness amongst business travellers about the frequency of Virgin Australia's daily domestic flights. In this case between Sydney and Melbourne.

How the final design was conceived

The concept uses multiple photographs taken at the exact departure time of each Virgin Australia flight from Sydney to Melbourne. The photographs were then pieced together and designed around the architecture of Melbourne's famous Federation Square, creating one image that spans an entire day. “Sydney to Melbourne up to 31 times a day”

Indication of how successful the outcome was in the market

It's hard to link the Slices poster campaign directly to sales, however Virgin Australia are now flying more domestic travellers than ever before and their frequency of daily domestic flights continues to grow.