AGENCY
Matthew Lawson, Executive Creative Director, McCann Melbourne
Charles Baylis, Senior Copywriter, McCann Melbourne
Dave Budd, Senior Designer, McCann Melbourne
Charlie McDevitt, Group Account Director, McCann Melbourne
Emma Van Den Berg, Account Director, McCann Melbourne
Meg Andrews, Account Manager, McCann Melbourne
David Phillips, Head of Media, McCann Melbourne
Tony Prysten, Digital Director, McCann Melbourne
Victoria Conners, Head of Production, McCann Melbourne
Jane Walshe, Media Director, McCann Melbourne
SUMMARY
We had to publish research in a new and engaging way to increase research investment. We turned an entire city into an exhibition by showcasing world-changing research in re-imagined custom-designed outdoor media panels all connected by a free tram and then brought them to life with a mobile audio guide voiced by the researchers themselves.
This interactive out-of-home experience allowed people to see what has been Made Possible by Melbourne and led to an increase in research enquiries.
