City of Melbourne says ‘find what you’re not looking for’ in DDB campaign
A campaign promoting the City of Melbourne to locals has been created by DDB, focussing on the nooks and crannies of the city.
The campaign, which will run across outdoor and digital, promotes the Melbourne CBD to Melburnians by encouraging them to explore the city centre.
Jim Ritchie, DDB Melbourne creative director, said people in the commuter-belt, who travelled in and out of the city for work, are the target audience.
“There is a subtlety and depth to Melbourne that cannot be fully appreciated on a superficial level; this campaign is designed to celebrate that fact. If you think about it, Melbourne is really two cities – the city you know and the city you’ve yet to discover. This campaign builds on that thought and promises Melburnians that if they look in the gaps and cracks of city, they’ll discover incredible things that’ll amaze and inspire.”
The campaign includes an ad takeover of Flinders Street Station and a tram wrap.
