Ogilvy Melbourne’s campaign for Melbourne Convention and Exhibition Centre (MCEC) is nothing like you’d expect.

That is how the agency underlines its message. The campaign’s creative platform is Break Conventions, which underlines the theme of the MCEC’s Meetings & Events Australia 2016 conference.

Ogilvy Melbourne engaged the help of Melbourne street artists, Ruskidd (of The Blender Studios) and Wonderlust (of Everfresh), to help define what it means to break conventions in the conference and events space and to encourage industry leaders to do the same.

Their unconventional way of seeing and interpreting this space was integrated into the campaign components – posters, digital and experiential, all of which break the traditional conference mould.

The epicentre of the campaign is a unique piece of artwork that was unveiled at the opening night of the MEA National conference on Sunday, April 17.

Prue Rogers, local host chair of the MEA conference, and senior manager (customer experience) at MCEC, commented, “The world of business events is constantly changing and simply keeping up is not enough. With the Meetings & Events Australia 2016 conference being hosted in Melbourne, one of the world’s most creative places, the conference theme of ‘Breaking Conventions’ is perfect. It’s not just about delivering better meetings and events. It’s about breaking conventions in every area of business, your life and your career.  We’ve secured a great line-up of speakers and can’t wait to get started.”

Creative credits:

Agency: Ogilvy Melbourne

Executive Creative Director: David Ponce de Leon

Copywriter: Alex Little
Art Director: Jesse Steinfort, Karsten Jurkschat

Senior Designer: Jesse Steinfort

Account Director: Jenna Featherstone

Illustrators:

RusKidd@The Blender Studios

Wonderlust@Everfresh