| Title | Made Possible By Melbourne |
| Agency | McCann Melbourne |
| Campaign | Made Possible By Melbourne |
| Advertiser | The University Of Melbourne |
| Brand | The University Of Melbourne |
| Date of First Broadcast/Publication | 2016 / 10 |
| Business Sector | Colleges, Universities & Education Centers |
| Story | For one month we turned outdoor advertising in Melbourne’s cbd into interactive exhibits of university research. This was supported by a mobile site that provided a guide and streamed audio content. Branded public transport became exhibition shuttles, outdoor advertising that took people directly to the exhibits. We launched with an activation and press event in the city square offering walking tours and the exhibition cafeteria. This put the campaign into the national spotlight. Outdoor, social and online advertising recruited people during the exhibition period. These integrated activities drove people to an online content hub to explore more university research. |
| Problem | Despite being Australia’s number one university and a highly respected institution globally, market research consistently identified limited awareness and understanding of the university of Melbourne’s research endeavour and public contribution. We had to change the perception of the university within Australia, from a teaching institution to a centre of world changing research. The objective was to increase public engagement with our research by achieving 1,000,000+ views of the university’s online research content and increasing awareness of our research reputation within Melbourne by 10%. |
| Media Type | Outdoor/Out of Home |
| Length | |
| Production Company | AIRBAG |
| Chief Creative Officer | Pat Baron |
| Executive Creative Director | Matt Lawson |
| Copywriter | Charles Baylis |
| Art Director | Caitlin Moloney |
| Art Director | Matt Lawson |
| Digital Director | Tony Prysten |
| Designer | Dave Budd |
| Designer | Guilherme Pocai De Almeida |
| Digital Account Director | Sam Enshaw |
| Media Account Director | Emma Black |
| Account Director | Charles McDevitt |
| Account Manager | Emma Van Den Berg |
| Account Executive | Meg Andrews |
| Account Executive | Rob Patterson |
| Media Director | Jane Walshe |
| Social Manager | Chris Baker |
| Strategic Planning Director | David Phillips |
| Strategic Planner | Charmari KariyakAranage |
| Editor | Tom Mannion |
| Agency Producer | Victoria Conners-Bell |
| Digital Producer | Joe Guario |
| Managing Partner | Adrian Bosich |
| Director | Travis Hogg |
| Executive Producer | Martin Box |
| Executive Producer | Nick Venn |
| Production Designer | Jackson Dickie |
| Model Making | Nick Pledge |
| Concept | Xavier Invine |
| Electronic Engineer | Daniel Macnish |