University Of Melbourne: 'Made Possible By Melbourne' (Australia)

Contains the creative for the 'Made Possible By Melbourne' campaign for University Of Melbourne by the agency McCann in Australia.

The story behind the campaign

Challenge

For decades, the University of Melbourne had conducted world-changing research. The trouble was, the people of Melbourne didn’t know about it because the University typically published its research in industry journals.

To generate interest from the public and increase research investment, we had to show the pioneering work the university was leading in a new and interactive way. So we turned an entire city into an exhibition that featured the university’s world-changing research. Re-imagined in 14 traditional outdoor media panels and brought to life with a mobile audio guide, it became part of an...

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