Twin 9-kilometre tunnels and five new underground stations.
The Victorian Infrastructure Delivery Authority (VIDA) is revealing the new Metro Tunnel for Victorians in a campaign via VML.
The Metro Tunnel features twin 9-kilometre tunnels and five new underground stations.
“We knew the Metro Tunnel deserved more than an operational announcement—it deserved a moment that belonged to every Victorian,” said VIDA campaign director Amy McBride.
“‘More Ways to Move’ is about educating people about new journeys and celebrating what this project truly means for our city - more travel choices, more connections, and more reasons to be proud of Melbourne’s future.”
The campaign extends across TV, outdoor, digital, social, and radio, culminating in a 3D OOH installation at Emporium Melbourne.
“Our ambition was to humanise the story of the Metro Tunnel and create a campaign that people could feel, not just see,” said group executive creative director, Melbourne and Sydney, Richard Williams.
“By focusing on the everyday moments and possibilities the tunnel unlocks, we’ve turned a major infrastructure milestone into a citywide celebration.
“This is Melbourne’s moment, and we’re proud to help bring it to life!”
Campaign Credits
Client: Victorian Infrastructure Delivery Authority (VIDA)
Jen Kaye, Executive Director, Strategic Communications and Engagement
Amy McBride, Campaign Director
Alex Mitchell, Marketing Manager - Creative Production
Erin Saunders, Senior Marketing Manager
Jaclyn Lombardo, Marketing Manager - Operations
Tamarin Morley, Brand & Design Manager
David Budd, Senior Brand Designer
Agency: VML
Richard Williams, Group Executive Creative Director
Robyn Bergmann, Creative Director
Adriana Agustin-Radelja & Isabel Evans, Copywriter
Sarah Fumo & Amanda Chen, Art Director
Sarah Bailey, Managing Director
Gwen Loh, Account Director
Luisa Peters, Senior Producer
James Ayling, Designer & Senior Finished Artist
Aleksander Janev, Lead Motion Art Director
Production company: FINCH
Stephen Carroll, Director
Corey Esse, Executive Producer
Kate Menzies, Producer
Sophie Johnston, Production Manager
Jeremy Rousse, DOP
Jo Scott, Editor
ARC, Post Production
Bang Bang, Music and Sound
Casting, Studio P
Media Agency: OMD
