Melbourne Skydeck.
Melbourne Skydeck is reframing how people see and experience the city in a campaign via Town Square.
The creative was designed by illustrator Brolga.
“This work is a fun and playful visual metaphor for the way you interact with the city’s landmarks at Skydeck,” said Town Square executive creative director, Brendan Day.
“From nearly 300 metres up, Melbourne becomes something you don’t just recognise, but actively play with visually. It’s a perspective you simply can’t get anywhere else.”
The new platform will roll out across print, digital, social, and out-of-home.
“Melbourne Skydeck is more than a great view,” said Journey Beyond executive general manager, marketing, Justine Lally.
“It’s an experience that brings together everything that makes Melbourne special, from sport and culture to daily life, all in one moment.
“This new positioning captures that sense of perspective and excitement, and helps all visitors, no matter where they are from, see the city in a new way.”
Credits
Client: Journey Beyond
Executive General Manager, Marketing: Justine Lally
Group Manager, Marketing: Kirsty Gunn
Creative Agency: Town Square
Executive Creative Director: Brendan Day
Design Director: Luke Henley
Copywriter: Samuel Nicolaci
Art Director: Peter Crawford
Head of Production: Anna Morris
Production Assistant: Cameron Baker
Senior Account Director: Rochelle Vaisanen
Account Manager: Georgia Papamichael
Artist: Brolga
Artists' Agency: Jacky Winter
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