Ogilvy Melbourne and MCEC team up to ‘Break Conventions’

18 April 2016

Creative Agency: Ogilvy (VIC)

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Sick of sitting through boring meetings? Ogilvy Melbourne and MCEC are here to help.

Melbourne Convention and Exhibition Centre (MCEC) and Ogilvy Melbourne have launched a new campaign for Meetings & Events Australia’s National Conference, using the creative concept of ‘Break Conventions’.

Ogilvy Melbourne recruited the help of renowned Melbourne street artists, Ruskidd, of The Blender Studios, and Wonderlust, of Everfresh, to help define what it means to break conventions in the conference and events space and to encourage industry leaders to do the same.

Their unconventional way of seeing and interpreting this space was the basis for a communications campaign, including posters, digital and experiential, all of which challenge traditional notions of conferences.

MCEC senior manager and MEA conference local host chair Prue Rogers, says: “The world of business events is constantly changing and simply keeping up is not enough.

“It’s not just about delivering better meetings and events. It’s about breaking conventions in every area of business, your life and your career. We’ve secured a great line-up of speakers and can’t wait to get started.”

The MEA National conference is on at Melbourne Convention and Exhibition Centre from 17 to 19 April.


Client: Prue Rogers: Senior Manager – Customer Experience, Melbourne Convention and Exhibition Centre (MCEC)
Agency: Ogilvy Melbourne
Executive Creative Director: David Ponce de Leon
Copywriter: Alex Little
Art Director: Jesse Steinfort, Karsten Jurkschat
Senior Designer: Jesse Steinfort
Account Director: Jenna Featherstone 
Illustrators: RusKidd@The Blender Studios

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