Public Transport Victoria: Melbourne's Longest Ever Encore

Credits & Description:

Brand Public Transport
Agency Y&R
Public Transport Victoria
General manager of marketing and digital: Philip Askew
Marketing manager, products: Jess Wickham
Marketing coordinator, products: Laura Barbante

Y&R Melbourne
Chief creative officer: Paul Nagy
Executive creative director: Jake Barrow
Creative director: James Wills
Executive producer: Sheridan Wadelton
Producer: Jules Callan
Production coordinator: Annie Thiele
Group account director: Matthew Hunt
Account executive: Thom Wilson
Editor: Jon Holmes

Mushroom Group
Head of government and education: Adam Jankie
Project director: Megan Tudor
Project manager: Rebecca Schaefer
Lemon Tree Music
Artist management: David Morgan and Regan Lethbridge
Artist: Pierce Brothers (Patrick Pierce and Jack Pierce)

Synopsis;
Music gigs in Melbourne can go well past midnight. It means many music fans need to leave early so they don’t miss the last train, tram or bus home. But now that public transport runs 24 hours, they can stay until the last guitar chord rings out and know there will be a safe and affordable way to get home. We needed to prove to the music community how reliable all-night public transport is, and that it can get you to and from music venues at any hour.
To demonstrate how all-night public transport on weekends can connect you to locations across Melbourne until the early hours, the band caught the Night Network from venue to venue.
The encore kicked off with a sold-out show at Sooki Lounge before heading to some of Melbourne’s most iconic music destinations, with a few special performances on trams and trains along the way.
In collaboration with Mushroom Group, Y&R Melbourne created the activation as part of PTV’s ongoing ‘Explore the Night’ campaign and filmed the event to create content that will appear across social media.