| Title | BREAK CONVENTIONS |
| Brand | MELBOURNE CONVENTION AND EXHIBITION CENTRE. |
| Product / Service | MEETINGS AND EVENTS AUSTRALIA |
| Category | B04. Posters |
| Entrant | OGILVY & MATHER MELBOURNE, AUSTRALIA |
| Idea Creation | OGILVY & MATHER MELBOURNE, AUSTRALIA |
| Production | OGILVY & MATHER MELBOURNE, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Alex Little | Ogilvy | Copywriter |
| Karsten Jurkschat | Ogilvy | Art Director |
| David Ponce de Leon | Ogilvy | Executive Creative Director |
| Jesse Steinfort | Ogilvy | Senior Designer |
| Ruskidd | The Blender Studios | Illustrator |
| Wanderlust | Everfresh | Illustrator |
| Jenna Featherstone | Ogilvy | Account Director |
The world of business events is constantly changing and simply keeping up is not enough. With the Meetings and Events Australia 2016 conference being hosted in Melbourne, one of the world’s most creative cities, the idea of ‘Breaking Conventions’ was born.
Together with local Melbourne street artists, Ruskidd (of The Blender Studios) and Wonderlust (of Everfresh), we challenged convention traditions to create handcrafted communications inspired by the host city’s subversive art culture. Their unconventional way of seeing and interpreting this space was the basis for our posters, all of which break a traditional conference custom, and helped us define what it means to break conventions in the conference and events space to encourage industry leaders to do the same. The city’s streets then became our canvas surprising attendees and adding authenticity to the disruptive messaging.
With registrations numbers exceeding all expectations, an unmatched speaker line-up and a social program without equal, the 2016 MEA Conference in Melbourne was the best MEA conference of all time. More than 300 delegates (increase of 20% on last year), 500 attendees at the MEA dinner (increase of 15% on last year), and hundred of social mentions on Instagram and Twitter. Our MEA 2016 posters got ample coverage on creative, illustration and design websites, giving the event the edge and credibility it needed to bring 'Break Conventions' to life.
'Breaking Conventions' it’s not just about delivering better meetings and events, or designed exclusively for the meetings and events industry. It’s about breaking conventions in every area of business, your life and your career. It’s about performing better, selling better and being better. It’s about meeting the right people and knowing who can help you deliver great events. And it’s about getting the latest thinking and ideas. This theme was the basis for a communications campaign including posters, digital and experiential, culminating in unique pieces of artwork unveiled at the opening night of the MEA conference on Friday 17 April.