Following the success of The Look activation at the Australian Open, we saw a high traffic opportunity at Southbank over the Labour Day Weekend to expand the campaign.
With thousands of pedestrians in that precinct, it was the perfect place to highlight the ‘going phoneless’ distractions message. We gave the installation a new ‘street look’ using live graffiti artists, who created their interpretation of a busy urban street.
Visitors to Southbank for Moomba, Melbourne Fashion Festival and Melbourne Food & Wine, walked ‘The Look’ zebra crossing runway, participated in the fun and shared their experience on social media.
The Driver Reviver campaign has been operating for years to help drivers fight fatigue by getting them to stop, and have a break . To expand this we developed an activation to encourage people to ‘take a break, take a coffee, take 40 winks’ at our SES ‘Pit Stops’ as they drove long distances over the Easter weekend. The Pit Stops offered a VIP rest stop experience, with free barista coffees, bottled water, luxury toiletries, family activities, competitions and giveaways. And sausage sizzles raised money to help local SES units raise money for rescue equipment.
Thousands of motorists enjoyed the experience, with baristas providing more than 4000 free coffees at the state’s six top Driver Reviver sites. The activation was so successful it’s been rolled out on all other long weekends since.
We were asked to bring new life to TAC’s decade old youth program, Vanessa, to help support the new Towards Zero road safety strategy.
So a new fleet of three vehicles were given a makeover, and new graphics, plus a new catch cry ‘All of Us for None of Us’ to encourage young drivers to work collectively to ensure no one is lost on Victoria’s roads, especially on the way to and from festivals. To launch it, Vanessa gave her loyal followers the opportunity to have their own faces drawn by Melbourne artist, Oslo Davis on to the side of Vanessa’s vehicles, through a targeted social media campaign.
The Vanessa Program continues to offer free breath testing, safe driving tips, drug and alcohol information, as well as entertainment, games and a seriously nice place to just chill out at over 60 busy events and music festivals throughout the year.
In the 2016 Australian Open’s newly developed festival zone along the banks of the Yarra river, we designed an activation led campaign to highlight that mobile phone use whilst crossing the road is unacceptable and dangerous behaviour.
‘The Look’ campaign focused on being alert and going ‘phoneless’ as a pedestrian. Using a zebra crossing people in the activation were treated like runway models as they walked across the road. Photos of them were streamed on to a large social wall outside the installation alongside other campaign content. Australian tennis great, Sam Groth, fronted the campaign and past and present players visited the installation on a full size People’s Court during the tournament.
Transport Accident Commission
The heartache of facing Christmas following the loss of a loved one was the focus of this arresting installation. Stark, almost ghostly, gifts that would never be given, formed an emotive tribute to the 210 people who had died on Victorian roads during 2013. Passers-by left messages at the site or on social media and lit remembrance candles.
Cannes Lions: Gold Promo & Activation
AMI: Gold Social Marketing
APMA: Silver Best cause or charity campaign
Our challenge was to deliver a new events concept that was both flexible and highly interactive. We created the MusashiCam. This live activity captured the entertaining facial expressions of people doing a Musashi muscle challenge. These were then shared via social networks to encourage participation in daily competitions.
How do you present the devastation of the road toll at a festive time of year, in a positive way? The thought that ‘the best gift you can give this Christmas is being there’ led to the campaignable idea of Be Present. An unmissable inflatable Christmas present housed a gift wrapping desk and photo booth. People dressed up as presents and were photographed for personalised Christmas cards. A microsite also housed an animated video eCard to share with friends.
Spokes is the unbadged TAC website for motorcyclists. It is promoted at various events including the Australian Motorcycle Grand Prix. Graffiti has been responsible for developing the activation strategy and delivery for over 8 years.
Transport Accident Commission
Sponsorship / Events / Activation / Experiential
The dangers of pedestrian distractions were highlighted at the 2015 Australian Open with this bespoke installation. Actors exposed the dangers of using mobile phones and music devices in a hectic, experiential simulation of a busy inner city street.
Then, in contrast, we led people into a ‘technology free’ zone where they experienced the tranquillity of a lush, peaceful garden oasis. An online competition allowed 300 lucky winners to parade their tennis skills on an outside court, dubbed ‘The People’s Court’, a first at the Australian Open.
This confronting installation in central Melbourne highlighted to passers-by, and the media, the emotional reality of the road toll. The 60 metre table had a setting for each person who had died during the year. Poignantly, high chairs were included for the young children who wouldn’t be sitting down to Christmas lunch.
Cannes Lions: Silver Ambient
Spikes Asia: Bronze Promo & Activation
AWARD: Silver Interactive Outdoor
AWARD: Bronze Guerilla Marketing
AWARD: Bronze Outdoor Ambient
APMA: Silver Best Event/Experiental Campaign
APMA: Silver Best Small Budget Campaign
APMA: Silver Most innovative idea/Concept
AMI: Gold Experiental & Brand Experiences
Australian War Memorial
We brought the reality of WW1 to life in Martin Place, Sydney. It showed how few nurses cared for so many soldiers. The media launch featured the evocative installation as the backdrop.
AMI: Gold Marketing on a Shoestring
The advertising launch for Snickers' new variant needed something special to create waves in the media and reinforce the ‘Get some Nuts’ message. Mr. T was the voice of the brand. Graffiti brought him to Australia to host the ‘Tough Nuts of Australian Sport’ media event. This built a huge buzz that spread beyond confectionery buyers.
AMI: Finalist Brand Extension
How do you get people excited about a snow holiday? You bring the snow to them! We installed a huge 5 metre inflatable snow dome in the centre of Fed Square. We then let people step inside to have fun in the snow, and get their photo taken.
Plus they went into a draw to win a snow holiday at one of Snow Victoria’s resorts. It was a great season opener with a huge crowd of over 800 people taking part, and an appearance by singer and ambassador Dami Im. Channel 9 News even covered the event on the evening news and we had fun giving the snow season the ‘lift’ it needed.
WorkSafe wanted to promote its WorkHealth program in venues outside the workplace. We designed and managed a suite of displays at high end shopping centres and smaller regional centres. Promoting a healthy lifestyle with free health checks meant getting workers and employers on board. Over 13,000 health checks were performed on the site in the first 6 months
of the program.
PTV had never done an activation before so they wanted to test the waters gently. Our brief was to bring their illustrated outdoor campaign to life using human statues/actors and reproductions of the props used in the campaign. In a fun way the actors, supported by a promotional team, conveyed the ‘good commuter behaviour’ message to a receptive and surprised commuting public.
Heinz wanted to engage with Ice Magic fans and capture the imagination of lapsed users and a new generation of teens and kids.
So Graffiti used graffiti!
We produced a viral film featuring a graffiti artist using Ice Magic to create a huge image on a slab of ice cream. We then challenged consumers to do the same in a ‘Create Art and Win’ competition that drove them to Ice Magic’s Facebook page.
We cooked up an idea for GMHBA that featured an outdoor ‘kitchen’ stage and a massive 10 metre LED screen. Displayed on this backdrop were live cooking demonstrations hosted by TV celebrity chef, Justine Schofield and GMHBA ambassador, Cameron Ling. In between demonstrations, the screen was used for branded content and a social media feed.
The TAC sponsored Round 22 of the 2013 AFL season to highlight the Wipe off 5 message in an extraordinary manner. We installed massive projections at the MCG, bringing the message to life for fans approaching the stadium. We also achieved the unprecedented task of removing the 5 from the 50m arc. The campaign included a 4-week roadshow that spread the message to over 32 regional communities throughout Victoria.
Cannes Lions: Bronze Promo & Activation
AMI: Gold NationalSponsorship
AMI: Gold State Sponsorship
APMA: Gold Best Sponsorship
My Dog is a premium pet food popular with pampered pooches and their proud owners. The brand was looking for an innovation beyond advertising that would be commensurate with its premium position and the expectations of buyers. We created the My Dog Café, catering for urbane dogs and their owners at a unique, and much talked about beachside venue/destination.
Asia Pacific Awards: Consumer Marketing Excellence
After 20 years, WorkSafe decided their awards gala needed reinvigoration. Graffiti was made responsible for the whole event, from choice of venue and entertainment, to the theming, production of collateral material and management.
Transport Accident Commission
TAC was running a mainstream campaign focused on looking after your mates. Twin AFL coaches, Brad and Chris Scott, urged people to take a blood oath not to risk lives when driving.
Graffiti’s task was to whip up participation at grass roots level by involving more than 1100 sports clubs across Victoria. We created a Facebook competition which spread the message to regional and local communities. With more than 67,000 people taking part at events at 24 locations, the Blood Oath message was louder than the Collingwood cheer squad.
We developed the Player Zero activation campaign to leverage TAC’s new Towards Zero message and their sponsorship of Melbourne Victory FC.
Player Zero was a digitally lead concept that ran throughout the season. It was reinforced by live activations at key games. Fans joined the Towards Zero team by uploading a selfie to a microsite. 11 finalists were drawn during the season to be in the running to win the major prize of a trip to an English Premier League game in the UK.
By leveraging WorkSafe’s existing sponsorship of Country Football and Netball, we designed an activation to tour regional Victoria for eight ‘Game of the Month’ events. Our theme ‘Home Safe is the Goal’, married WorkSafe’sstrategic goal of “Victorian workers returning home safe every day’ with the relevant sporting message of scoring goals. Housed in a ‘Lisa Simpson’ inspired yellow marquee, fans were able to get their photos taken, and walk away with their face on a personalised badge, to show they supported their team. The addition of a microsite to provide sharing on Facebook, Instagram and Twitter helped to spread the word too.
A personality as glamorous as Miss Green required celebrities of equal status to accompany her. So we brought Pamela Anderson to Australia to join local star Kym Johnson.
2011 was the 40th anniversary of the introduction of compulsory seat belts in Victoria. (The first place in the world to do so.) A mainstream campaign involved changing the sash on the Essendon guernseys into a seat belt. Graffiti created an activation program to support it.