Play Melbourne. You know you want to.
Together, Tourism Victoria and Publicis Mojo created the longest-running tourism marketing programme in the world. The eighteen-year-old ‘Jigsaw’ campaign is now its tenth phase, with the launch of a new chapter: ‘Play Melbourne’ – a story to deepen visitors’ appreciation of Melbourne’s unique creative sub-culture.
The campaign integrates loads of interactive and experiential elements, including a rich digital hub for all that’s hip and happening in the city, a delightfully intriguing iPhone app, and a chance each week for an entire year to Play Melbourne and win a spontaneous visit.
The campaign is self-supporting through Social, but we had to light the fuse somewhere – and light it we did, with a set of web ads springing from the Play Melbourne story. They’re an intriguing, interactive, upmarket and enticing bunch of rich and standard banners that drive tens of thousands of visitors to the site each time they run.
It was a pleasure and a real workout to be Digital CD on this job, and big thanks to everybody in the world who was involved in making this work: the inimitable JC and the indefatigable RI; Pete Bakacs for piccies; Brendan McMahon for engineering; Matt Houltham for early wrangling; Fracture for gorgeous Flash… oh, look, just… thanks, EVERYBODY.
HAcKeD Cd
Where's my CD? It looked secure on the outside...
It might look safe and secure from the outside now, but there’s no reason to believe the hackers haven’t already been and gone…
This “free CD” full of tips and tricks to stop the hackers in their tracks is surely an extremely valuable item – hence the secure packaging. But on opening the case, the network security engineer to whom this was sent discovers the CD has been stolen long before the package was sealed… (Concept only)
What it does
Makes the concept of holistic network security stunningly clear: a firewall is no longer enough to secure an extended network.
Who built it
Concept, design, artwork, copy, photography, and hand modeling all by, er, me.
Winner!
Amongst all the awards, I am still proudest of having this piece chosen by my peers at Wunderman as the best unproduced idea (Cannes 2005). Cheers, you lot.