| ADFEST 2017 | ||
|---|---|---|
| Direct Lotus | Best Integrated Direct Campaign | Gold |
| Media Lotus | Best Use Of Outdoor & Transit | Silver |
| Media Lotus | Best Use Of Events | Silver |
| Media Lotus | Best Integrated Media Campaign | Silver |
| Promo Lotus | Best Integrated Promo Campaign | Gold |
| D&AD 2017 | ||
| Spatial & Experiential Design | Exhibition Design | Wood Pencil |
| New York Festivals 2017 | ||
| Outdoor / Out Of Home Marketing | Billboards / Installations / Posters: Products & Services: Commercial & Professional Public Services | Third Prize Award |
| Cannes Lions 2017 | ||
| Outdoor | Ambient: Special Build | Silver Lion |
| Outdoor | Digital Outdoor: Ambient Use of Digital Technology | Silver Lion |
Category: Education
Media: Outdoor
Brand: University of Melbourne
Client: Lara Mckay
Agency: McCann
Advertising Agency: McCann, Melbourne, Australia
Executive Creative Director: Matt Lawson
Creative Team: Charles Baylis, Matt Lawson
Copywriter: Charles Baylis
Art Director: Caity Moloney
Art Director: Matt Lawson
Senior Designer: Dave Budd
Group Account Director: Charlie McDevitt
Account Director: Emma Van Den Berg
Account Managers: Meg Andrews, Rob Patterson
Head of Media: David Phillips
Digital Director: Tony Prysten
Social Director: Chris Baker
Senior Digital Producer: Joe Guario
Editor: Tom Manion
Digital Designer: Guilherme Pocai De Almeida
Head of Production: Victoria Connors
Media Director: Jane Walshe
Account Director: Emma Black
Digital Account Director: Sam Enshaw
Production Company: Airbag
Director: Travis Hogg
Managing Partner: Adrian Bosich
Producer: Martin Box
Line Producer: Nick Venn
Production Designer: Jackson Dickie
Concept Artist: Xavier Irvine
Model - Maker: Nick Pledge
Electronic Engineers: Daniel MacNish, Ben Boniface
Geo: Australia
Published: November 2016
Synopsis:
The University of Melbourne’s scientific research has world-changing impact. Their problem was that the world didn’t know about it. Made Possible By Melbourne was a citywide free exhibition of world-changing research that took these breakthroughs out of the University library and turned them into an unmissable attraction. Outdoor advertising space became interactive exhibits telling individual research stories. The exhibition also offered a virtual map, audio guide, cafeteria, free shuttles and walking tour.The exhibition is now touring Australia as an ongoing research-publishing platform.
Entry Summary:
Despite being Australia’s leading university, market research identified a limited awareness of the University of Melbourne’s research projects. By turning an entire city into a free exhibition of world-changing research, Made Possible By Melbourne, helped create a new relationship with the city and its University – people no longer saw as it a centre for learning, but as a leading research centre to be proud of, and contribute to.
Synopsis:
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.