McCann Melbourne is presenting what tomorrow will bring in a free exhibition of world-changing research by University of Melbourne.
The exhibition, Made Possible by Melbourne, is not being staged in a hall or a conference centre, where you might have to pay – or at the very least make the effort to go – to visit. It’s out there on the streets of Melbourne, placed within the city’s free tram zone. Each exhibit is housed in an existing AdShel OOH ad site.
And the interactive exhibition highlights the contribution the University of Melbourne’s research projects are making towards global welfare.
The exhibition is accompanied by a digital audio guide, virtual map, free cycling tour and a pop-up cafeteria offering research you can eat.
It is also available on the campaign website.
Stories featured in the exhibition include research that will improve half the world’s diet, a way to turn any water into drinking water, the creation of robotic arms with a human touch, and breakthroughs in prenatal care that will save thousands of unborn lives.
Executive director of marketing and communications, Lara McKay, explained, “This project is the result of a true collaboration between the University and McCann. Team members from the agency spent weeks on campus talking directly to researchers to understand their world-changing research. The creatives pushed the researchers to think about their work in a new way and in-turn the researchers have inspired the creatives to bring these projects to life in a way they we couldn’t have previously imagined. The result is something we believe Melbournians can be truly proud of.”
McCann executive creative director, Matt Lawson, added, “Production may disagree, but it was an absolute pleasure bringing this research to life and having the chance to work with, and celebrate, so many brilliant thinkers. There is a perception that the research coming out of the University of Melbourne is mostly theoretical, it was good to be able to prove that the opposite is true.”
The campaign is supported by static and digital out of home, tram and train media, digital and social media, PR and a takeover of City Square. The campaign’s media was also planned and bought by McCann’s integrated media team and the agency collaborated with Airbag for production.
Made Possible By Melbourne is the follow-up to the University’s Where Great Minds Collide campaign that won Marketing Program of the Year at the recent Australian Marketing Institute Awards.
Credits:
Creative & Media Agency: McCann Melbourne
Executive creative director: Matt Lawson
Creative team: Charles Baylis & Matt Lawson
Copywriter: Charles Baylis
Art director: Caity Moloney
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
