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.