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University of Melbourne
Made Possible By Melbourne
RAN IN: Australia
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
The University of Melbourne conducts world-changing research but the people of Melbourne didn't know about it because research is typically published in journals. In order to increase research investment, we had to publish this research in a new and interactive way.
We turned an entire city into an exhibition by featuring world-changing research re-imagined in 14 traditional outdoor media panels and brought to life with a mobile audio guide. This allowed people to see what has been Made Possible by Melbourne, leading to an increase in research enquiries.