The challenge was to come up with a fresh way to highlight the 'Be Present’ message about staying safe on the roads during the Christmas period. It was an opportunity to expand on two very successful 'Be Present ' campaigns from 2014 and 2015, and needed to include both metro and regional markets.
In partnership with the City of Melbourne we were able to secure a high visibility site in the City Square to set up our ‘giant Christmas present’ installation. A huge shiny red present, complete with oversized bow and gift tag, was bumped in over a day. It was fitted out with a multitude of present costumes, sparkles and accessories, so people could dress up to be photographed for their free personalized Christmas card.
Similar installations captured the crowd's attention at Carols by Candlelight events around the metro area and Geelong. It certainly was a Christmas with more ‘Be Presents’ than ever!