University of Melbourne. Made Possible by Melbourne.
Agency: McCann Worldwide
Client: University of Melbourne
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The University of Melbourne faced a unique challenge.
The University of Melbourne needed to shift perceptions from that of a teaching establishment to a world leading research institution that has global impact.
For decades, the University of Melbourne had conducted world-changing research. The trouble was, the public and investors 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 show the pioneering work the university was leading in a new and interactive way.
Our solution.
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 online exhibition showing many more stories of the research being conducted by the University of Melbourne.
To publish the research in a new and engaging way and increase research investment, we turned an entire city into an exhibition. We showcased 14 pieces of world-changing research re-imagined as custom-designed outdoor media panels, all connected by a free tram, and then brought them to life with a mobile audio guide voiced by the researchers themselves.
The execution.
We partnered with outdoor media suppliers and a production company to re-imagine traditional media to create a new way for the University to publish their work and show people what has been Made Possible by Melbourne. By turning the CBD into a free exhibition of the research, in a new medium that the people of Melbourne couldn’t miss.
