‘Let’s Melbourne Again’: Brands and agencies band together for campaign as restrictions ease

With Melbourne’s lockdown restrictions finally starting to ease, an array of brands and media outlets have banded together to reinvigorate the city and build confidence amongst residents to leave their homes and help the economy recover.

Clemenger BBDO Melbourne, PHD and OMD are the agency forces behind the initiative, which has brought on board brands including Coles, AFL, Myer, McDonald’s and ANZ. Over the coming weeks, each business will launch a range of activities set to spark activity in the city once more.

Launching ‘Let’s Melbourne Again’ is a campaign film created by a number of Melbourne-based filmmakers and photographers filming themselves getting ready to emerge from lockdown in their homes. The collection of footage was then curated by director Glendyn Ivin.

“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,” said Clemenger BBDO Melbourne CEO, Jim Gall.

“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.”

Founding members of the Let’s Melbourne Again initiative include:

  • 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
  • Village Cinemas

Media partners of the campaign are the Herald Sun, Channel Seven, 3AW, Southern Cross Austereo (Fox FM and Triple M), JC Decaux and Facebook. It is also backed by the Arts Centre Melbourne, Beyond Blue, Buxton Contemporary, MTC, and the National Gallery of Victoria.

The brands involved in the initiative

Free ‘Let’s Melbourne Again’ collateral will also be provided to small businesses looking to get involved and provide their own offers to customers returning to the city streets.

PHD’s general manager, Simon Lawson, commented: “Victorians have been incredibly resilient in the face of this pandemic, and as we get closer to our new COVID-safe normal, we need to take a moment to celebrate Melburnians and the city we all love and use this opportunity to build the anticipation and excitement of getting back out there and supporting Melbourne’s return to the vibrant city that we know it to be.”

The campaign is being conducted with Victoria’s new COVID-19 restrictions in mind, ensuring that continuing to slow the spread of the virus is the number one priority for all residents and businesses.

For members of the state that are nervous about leaving their homes and entering public places, Beyond Blue will be providing a range of free resources and services, available on its website and over its hotline, 1800 512 348. 


Creative agency: Clemenger BBDO Melbourne

Media agency: PHD Melbourne

PR: Clemenger PR

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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