MADE POSSIBLE BY MELBOURNE

Silver Spike

Demo Film

Presentation Image

TitleMADE POSSIBLE BY MELBOURNE
ClientUNIVERSITY OF MELBOURNE
Product / ServiceUNIVERSITY OF MELBOURNE RESEARCH
CategoryC03. Ambient Use of Digital Technology
EntrantMcCANN MELBOURNE, AUSTRALIA
Idea Creation McCANN MELBOURNE, AUSTRALIA
Media Placement McCANN MELBOURNE, AUSTRALIA
Production AIRBAG PRODUCTIONS Melbourne, AUSTRALIA

Brief Explanation

For the one-month event, we used ambient advertising to turn Melbourne’s city into a free outdoor exhibition of University research. We created 14 unique and interactive exhibits at the city’s tram stops that each represented a research story. These pieces were supported by a mobile site our audience could access from their phone, which provided an audio guide to the artwork they were looking at. A transit takeover turned the city’s free tram network into an exhibition shuttle, delivering passengers to and from each exhibit. Ambient installations were also accompanied by a free cycling tour and a pop-up exhibition, creating an immersive experience. Each of these outdoor experiences was designed to help people to understand, explore and support research. These integrated outdoor experiences drove people to an online content hub to explore more University research.

Credits

Name Company Position
Pat Baron McCann Worldgroup Chief Creative Officer Melbourne
Matt Lawson McCann Melbourne Executive Creative Officer
Meg Andrews McCann Melbourne Account Manager
Charles Baylis McCann Melbourne Copywriter
Caity Moloney McCann Melbourne Art Director
Matt Lawson McCann Melbourne Art Director
Charlie McDevitt McCann Melbourne Group Account Director
Emma Van Den Berg McCann Melbourne Account Director
Rob Patterson McCann Melbourne Account Manager
David Phillips McCann Melbourne Startegic Planning Director
Chamarai Kariyakarange McCann Melbourne Strategic Planner
Jane Walshe McCann Melbourne Media Planning Director
Sam Enshaw McCann Melbourne Media Planning Manager
Victoria Conners McCann Melbourne Agency Producer
Tony Prysten McCann Melbourne Head of Digital
Chris Baker McCann Melbourne Head of Social
Joe Guario McCann Melbourne Digital Producer
Oliver Knocker McCann Melbourne Editor
Tom Mannion McCann Melbourne Editor
Dave Budd McCann Melbourne Senior Designer
Guilherme Pocai De Almeida McCann Melbourne Digital Designer
Travis Hogg AIRBAG Director
Jackson Dickie AIRBAG Production Designer
Martin Box AIRBAG Executive Producer
Nick Venn AIRBAG Film Producer
Adrian Bosich AIRBAG Managing Partner
Nick Pledge AIRBAG Model Maker
Daniel Macnish AIRBAG Electronic Engineer
Xavier Irvine AIRBAG Concept Artist
Emma Black McCann Melbourne Media Planning Manager
Adrian Mills McCann Melbourne Managing Director
Gavin Nebauer University of Melbourne Sound Engineer