In February this year, Y&R Melbourne sent out 58 members of the public to explore Melbourne at night with a camera and a myki ticket to create film montages that show the fun you can find using Public Transport Victoria (PTV)’s Night Network (all-night public transport).
The campaign, Explore the Night, continues – this time with an intriguing performance, Melbourne’s Longest Ever Encore. To demonstrate how all-night public transport on weekends can connect people to locations across Melbourne, Y&R arranged for Melbourne band, Pierce Brothers, to play all over the city until 4.30am, catching the Night Network from venue to venue.
James Wills, Creative Director, Y&R Melbourne, noted, “Melbourne is the home of live music in Australia and it’s the city that comes alive after midnight. Melbourne’s Longest Ever Encore brought all of that together, and it was all possible thanks to the Night Network.”
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.
Y&R Melbourne filmed the event to create content that will appear across social media.
Philip Askew, general manager, marketing and digital, PTV, commented, “It’s great to be able to build on the Explore the Night campaign and show how fun, safe and easy it is to get around Melbourne on the Night Network.”
Credits:
Creative Agency: 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 & Regan Lethbridge
Artists: Patrick Pierce & Jack Pierce
Client: PTV
General Manager, Marketing and Digital: Philip Askew
Marketing Manager, Products: Jess Wickham
Marketing Coordinator, Products: Laura Barbante
How the campaign began:
Y&R Melbourne’s nighttime explorers create a reality campaign for Public Transport Victoria
