| Title | MADE POSSIBLE BY MELBOURNE |
| Brand | UNIVERSITY OF MELBOURNE |
| Product / Service | UNIVERSITY OF MELBOURNE RESEARCH |
| Category | C03. Ambient Use of Digital Technology |
| Entrant | McCANN MELBOURNE, AUSTRALIA |
| Idea Creation | McCANN MELBOURNE, AUSTRALIA |
| Media Placement | McCANN MELBOURNE, AUSTRALIA |
| Production | AIRBAG PRODUCTIONS Melbourne, AUSTRALIA |
| 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 |
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.