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  • SUB CATEGORY :
    BEST INTEGRATED DIRECT CAMPAIGN
  • COMPANY ENTERING :
    MCCANN MELBOURNE, MELBOURNE
  • ENTRY TITLE :
    MADE POSSIBLE BY MELBOURNE
  • BRAND :
    UNIVERSITY OF MELBOURNE
  • ADVERTISER :
    UNIVERSITY OF MELBOURNE
  • AGENCY :
    MCCANN MELBOURNE, MELBOURNE
  • CHIEF CREATIVE OFFICER :
    PAT BARON
  • EXECUTIVE CREATIVE DIRECTOR :
    MATT LAWSON
  • COPYWRITER :
    CHARLES BAYLIS
  • ART DIRECTOR :
    CAITY MOLONEY/MATT LAWSON
  • DIGITAL DIRECTOR :
    TONY PRYSTEN
  • DESIGNER :
    DAVE BUDD/GUILHERME POCAI DE ALMEIDA
  • DIGITAL ACCOUNT DIRECTOR :
    SAM ENSHAW
  • MEDIA ACCOUNT DIRECTOR :
    EMMA BLACK
  • ACCOUNT DIRECTOR :
    CHARLIE MCDEVITT
  • ACCOUNT MANAGER :
    EMMA VAN DEN BERG
  • ACCOUNT EXECUTIVE :
    MEG ANDREWS/ROB PATTERSON
  • MEDIA DIRECTOR :
    JANE WALSHE
  • SOCIAL :
    CHRIS BAKER
  • STRATEGIC PLANNING DIRECTOR :
    DAVID PHILLIPS
  • STRATEGIC PLANNER :
    CHARMARI KARIYAKARANAGE
  • EDITOR :
    TOM MANNION
  • AGENCY PRODUCER :
    VICTORIA CONNERS
  • DIGITAL PRODUCER :
    JOE GUARIO
  • FILM PRODUCTION COMPANY :
    AIRBAG PRODUCTIONS, MELBOURNE
  • MANAGING PARTNER :
    ADRIAN BOSICH
  • DIRECTOR :
    TRAVIS HOGG
  • EXECUTIVE PRODUCER :
    MARTIN BOX
  • FILM PRODUCER :
    NICK VENN
  • PRODUCTION DESIGNER :
    JACKSON DICKIE
  • MODEL MAKER :
    NICK PLEDGE
  • CONCEPT ARTIST :
    XAVIER INVINE
  • ELECTRONIC ENGINEERS :
    DANIEL MACNISH/BEN BONIFACE
  • POST-PRODUCTION COMPANY :
    MCCANN MELBOURNE, MELBOURNE
  • THE BRIEF :
    DESPITE BEING AUSTRALIA’S NUMBER ONE UNIVERSITY AND A HIGHLY RESPECTED INSTITUTION GLOBALLY, MARKET RESEARCH CONSISTENTLY IDENTIFIED LIMITED AWARENESS AND UNDERSTANDING OF THE UNIVERSITY OF MELBOURNE’S RESEARCH ENDEAVOUR AND PUBLIC CONTRIBUTION. WE HAD TO CHANGE THE PERCEPTION OF THE UNIVERSITY WITHIN AUSTRALIA, FROM A TEACHING INSTITUTION TO A CENTRE OF WORLD CHANGING RESEARCH. THE OBJECTIVE WAS TO INCREASE PUBLIC ENGAGEMENT WITH OUR RESEARCH BY ACHIEVING 1,000,000+ VIEWS OF THE UNIVERSITY’S ONLINE RESEARCH CONTENT AND INCREASING AWARENESS OF OUR RESEARCH REPUTATION WITHIN MELBOURNE BY 10%.
  • THE STRATEGY :
    OVER A 3-MONTH CONSULTATION PERIOD WE SELECTED RESEARCH CONTENT THAT WOULD ENGAGE AND DRIVE OUR AUDIENCE DIRECTLY TO OUR NEW CONTENT HUB. A MIX OF MEDIA WAS CHOSEN SPECIFICALLY TO REACH AN AUDIENCE OF AFFLUENT, UNIVERSITY EDUCATED, 20-60 YEAR OLDS INCLUDING ALUMNI, COMMERCIAL RESEARCH PARTNERS AND EMPLOYERS. OUR AUDIENCE WERE NOT ONLY AN EXPENSIVE GROUP TO BUY AGAINST, THEY WERE ALSO HIGHLY SAVVY. TO GET THEIR ATTENTION WE HAD TO USE TRADITIONAL MEDIA IN A NON-TRADITIONAL INTEGRATED WAY. THE RESULT WAS AN INTEGRATED OUTDOOR EVENT IN MELBOURNE’S CITY THAT PLACED RESEARCH DIRECTLY IN FRONT OF OUR TARGET AUDIENCE.
  • THE EXECUTION :
    FOR ONE MONTH WE TURNED OUTDOOR ADVERTISING IN MELBOURNE’S CBD INTO INTERACTIVE EXHIBITS OF UNIVERSITY RESEARCH. THIS WAS SUPPORTED BY A MOBILE SITE THAT PROVIDED A GUIDE AND STREAMED AUDIO CONTENT. BRANDED PUBLIC TRANSPORT BECAME EXHIBITION SHUTTLES, OUTDOOR ADVERTISING THAT TOOK PEOPLE DIRECTLY TO THE EXHIBITS. WE LAUNCHED WITH AN ACTIVATION AND PRESS EVENT IN THE CITY SQUARE OFFERING WALKING TOURS AND THE EXHIBITION CAFETERIA. THIS PUT THE CAMPAIGN INTO THE NATIONAL SPOTLIGHT. OUTDOOR, SOCIAL AND ONLINE ADVERTISING RECRUITED PEOPLE DURING THE EXHIBITION PERIOD. THESE INTEGRATED ACTIVITIES DROVE PEOPLE TO AN ONLINE CONTENT HUB TO EXPLORE MORE UNIVERSITY RESEARCH.
  • THE RESULT :
    DURING THE MONTH LONG EXHIBITION EVENT, MADE POSSIBLE BY MELBOURNE EXCEEDED EVERY MEASURABLE OBJECTIVE, RAISING AWARENESS OF THE UNIVERSITIES RESEARCH PROJECTS. THE CAMPAIGN REACH WAS OVER 44 MILLION. THE CONTENT HUB RECEIVED OVER 1.3M HITS IN FIRST 4 WEEKS. THE EXHIBITION GENERATED OVER $3M ($3,025,959) OF MEDIA PR COVERAGE. ESTIMATED FOOT TRAFFIC THROUGH THE EXHIBITION WAS 3.2 MILLION. OUR RESEARCH STORIES HAVE BEEN FEATURED IN OVER 52 INTERNATIONAL MEDIA OUTLETS. MADE POSSIBLE BY MELBOURNE IS NOW BEING USED AS A TOURING EXHIBITION ACROSS AUSTRALIA, AND HAS BECOME AN ONGOING PUBLISHING PLATFORM FOR THE UNIVERSITY'S RESEARCH STORIES.
  • URL :
    https://pursuit.unimelb.edu.au/madepossible
  • SUB CATEGORY :
    ILLUSTRATION
  • COMPANY ENTERING :
    AMBER CHINA, SHANGHAI
  • TITLE :
    CHOP-CHOP 1.0 CAMPAIGN
  • BRAND :
    AMMELOO CHEF’S EDITION KNIFE SERIES
  • ADVERTISER :
    AMMELOO
  • AGENCY :
    AMBER CHINA, SHANGHAI
  • CHIEF CREATIVE OFFICER :
    TAN CHEE KEONG/AMBER LIU
  • CREATIVE DIRECTOR :
    BEN GUO/KIDD ZHANG/WILLOW YANG
  • COPYWRITER :
    ELISSA AZIZI/CHERRY WANG/YU JIN
  • ART DIRECTOR :
    CS CHONG/CONE GONG
  • ILLUSTRATOR :
    VINCE LOW SUN WING
  • AGENCY PRODUCER :
    ELLA CAO/JOY WANG
  • PRINT PRODUCTION COMPANY :
    ILLUSION, BANGKOK, BANGKOK
  • ENGLISH CONTEXT EXPLANATION :
    AMMELOO IS A GLOBAL BRAND TRYING TO MAKE ITS PRESENCE AS CHINA’S PREFERRED KITCHENWARE BRAND. WITH AN ABUNDANCE OF LOW QUALITY KNIFE BRANDS, CONSUMERS WERE FED UP OF SACRIFICING QUALITY FOR PRICE. THEY WANTED A KNIFE THAT GAVE THEM THEIR MONEY’S WORTH- SHARP, DURABLE AND LOW MAINTENANCE. AND SINCE KNIVES PLAYED THE MOST IMPORTANT ROLE IN CHINESE KITCHENS, AMMELOO WANTED TO SHOW HOW ITS CHEF’S EDITION KNIFE WAS WHAT CONSUMERS WANTED IN AN UNEXPECTED WAY. SO, WE ILLUSTRATED HOW FAST AND EASY THE KNIFE CUTS IN DRAWINGS OF MASS DESTRUCTION AS ANIMALS WERE BLOWN UP INTO PIECES. WE PAINSTAKINGLY CRAFTED EACH VISUAL USING WHITE NEGATIVE SPACE TO ACCENTUATE THE ANIMAL’S SILHOUETTE, WHILE ECCENTRIC RED LINES BROUGHT OUT THE KNIFE’S FINESSE AT DISSECTING MEAT. ONE LOOK EVOKED THE KNIFE’S POWERFULLY SWIFT NATURE, WHICH EFFECTIVELY CUT THROUGH THE CLUTTER OF KNIFE BRANDS IN CHINA- HELPING CONSUMERS MAKE WISER, SHARPER DECISIONS.