How drivers can use plates.
VicRoads Custom Plates is focused on how drivers can use plates to reflect their interests, individuality, and everyday life on their vehicles in a campaign via Helsinki Agency.
Helsinki Agency general manager Lisa Dowling said the campaign also taps into the way Gen Z and Millennials are expressing their identity today.
“Your Plate. Your Story is the next chapter in the Custom Plates story,” Dowling said.
“We leaned into the social‑media mindset of storytelling — but with an analogue twist. For a new generation of drivers, a Custom Plate is the glow‑up their car deserves.”
The campaign reflects a clear brief from VicRoads to keep the idea grounded and relatable — showing how plates can be a simple way for people to express something personal about themselves.
With millions of 3–6‑character combinations available, there has never been a better time to give your car a custom touch, said VicRoads group head marketing brand & content, Melanie Morrison.
“Whether you’re a traveller, a proud pet parent or someone with a signature nickname, we’ve got a plate that fits your story,” Morrison said.
“No matter who you are or what you love, the possibilities are endless —a Custom Plate is the ultimate personalisation statement.”
VicRoads chief commercial officer David Ginnane said it’s time to rethink what a licence plate can be.
“A Custom Plate is a fun, expressive way to make your car as original as you are,” Ginnane said.
“Drivers can restyle their existing plate or create something completely unique — it’s personalisation made simple.”
The Your Plate. Your Story campaign speaks strongly to drivers across generations — giving Victorians a creative way to express identity, personality and individuality on the road.
Helsinki Agency senior creative director, Dave Gregory said the idea is designed to spark self‑expression.
“A Custom Plate is the easiest way to make your car feel more you — instantly,” Gregory said.
“Your Plate. Your Story invites drivers to share their vibe with the world.”
Credits:
David Ginanne – Chief Commercial Officer
Melanie Morrison – Group Head Marketing Brand & Content
Emma Jayarajah – Head of Marketing
Amy Janssens – Marketing Specialist
Alexandria Smith – Senior Marketing Specialist (Media)
Lisa Dowling – General Manager, Helsinki Agency
Dave Gregory – Senior Creative Director, Helsinki Agency
Asha Eapen – Account Director, Helsinki Agency
Gabrielle Sheehan – Strategy Director
Chocolate Studios – Production House
