A consortium of Melbourne’s leading businesses have come together to launch Let’s Melbourne Again, an initiative designed for Melbourne, by Melburnians, to reinvigorate the city and support its economic and cultural recovery from the pandemic.
Developed by Clemenger BBDO Melbourne in partnership with media agencies PHD and OMD, the campaign was created as a restorative and reaffirming exercise.
A group of Melbourne based filmmakers and photographers were asked to capture themselves preparing to emerge from lockdown to ‘Melbourne’ again, with the footage curated into a launch film by local director, Glendyn Ivin.
Narrated by Briggs, the launch film serves as an ode to all of the things Melburnians are looking forward to as restrictions ease across the city.
The campaign really hits its stride with the f ounding businesses each unveiling a series of initiatives over the coming weeks designed to bring joy to Melburnians and encourage the community to get out of their homes, back into the city and to help Melbourne get back on its feet.
Like the logo framing device, the whole spirit of Let’s Melbourne Again is to shine a light and quite literally frame all that we love about this city.
“We’ve all seen firsthand the impacts of COVID-19 on our community and on the businesses and institutions that make Melbourne the incredible city it is," Clemenger BBDO Melbourne CEO Jim Gall says.
"As a creative company that’s served the Melbourne community for 75 years, we knew we had to do something - Let’s Melbourne Again is a rallying cry for Melburnians as we work together to bring the city back to life and back to the Melbourne that we all know and love.
“Over the coming weeks and months, the businesses supporting Let’s Melbourne Again will be creating brilliant acts and experiences designed to spark joy and support the city’s economy - stay tuned for the announcements of those initiatives and for further information about how Melburnians can participate.”
The campaign is supported by a wide range of founding, supporting and media partners, including:
Founders: 7-Eleven, AAMI; ANZ; AFL; Australia Post; BMW; Bupa; Carlton Draught; City of Melbourne; Coles; Committee for Melbourne; Crown Melbourne; La Trobe University; McDonald’s; Myer; NAB; Officeworks; Origin Energy; PwC Australia; Slack; Tennis Australia and Village Cinemas.
Supporters: Arts Centre Melbourne; Beyond Blue; Buxton Contemporary; MTC; and NGV.
Media partners: Herald Sun; Channel Seven; 3AW; Southern Cross Austereo (Fox FM and Triple M); JCDecaux; and Facebook.
In addition, the campaign will look to support the city’s small business community by providing free access to Let’s Melbourne Again collateral and support to provide their own unique offers for customers returning to the city.
For members of the community who are experiencing nervousness or concerns about getting back out following the easing of lockdown restrictions, Beyond Blue is supporting Melburnians and small business owners with a range of free resources and services.
The campaign is being conducted with full consideration of current Victorian COVID-19 restrictions, as the safety of Victorians and continuing to slow the spread of COVID-19 remains the number one priority.
CREDITS:
Creative agency: Clemenger BBDO Melbourne
Media agency: PHD Melbourne
PR: Clemenger PR
Production:
Director: Glendyn Ivin
Producer: Alice Grant
Producer: Elizabeth Rocka
Executive Producer: Leah Churchhill-Brown
Production company: Exit Films
Filmmakers / Photographers:
Sherwin Akbarsadeh
Tom Campbell
Sky Davies
Amanda Fordyce
Tiffany Garvie
Tyeli Hannah
Nigel Karikari
Richard Kickbush
Alexandrena Parker
Grantley Smith
Christopher Tovo
Abigail Vamye
Lilli Waters
Cory White
Abdul Yusuf
Editor: Graeme Pereira
Post Producer: Freya Maddock
Post House: Arc
Grade: Trish Cahill
Voice over: Briggs
Sound engineer: Paul Le Couter
Executive Producer: Ceri Davies
Sound Studio: SqueakEClean
Music: “Animal (e) Short Orchestra” - Hayden Calnin
Publisher: Gaga Music
Gaga Founder & CEO: Grant Gillies
Music Supervision: Level Two Music
Level Two Music Founder & CEO: Karl Richter
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