Melbourne University transforms city into free exhibition to showcase university’s research

Melbourne University has transformed Melbourne city into a free outdoor exhibition showcasing the university’s research.

McCann Melbourne launched the ‘Made possible by Melbourne’ campaign using existing billboard spaces throughout the CBD.

Partnering with Adshel, the integrated campaign sees exhibits located throughout the city’s free tram zone with an accompanying map posted on Melbourne University’s website.


The campaign, which will run throughout the month of November, comes with a digital audio guide, virtual map, free cycling tour and a pop-up cafeteria offering edible research.

The audio-visual advertisement invites viewers to ‘take the tour, hear the guide, read the stories and enjoy the cafeteria’ while showing snapshots of the stories displayed throughout the exhibition.

Collaborating with production company, Airbag, the November run exhibit features research on improving half of the world’s diet, turning any water into drinking water, prenatal care and robotic arms.

McCann’s executive creative director Matt Lawson said having the chance to bring the research to life and celebrate brilliant thinking was a pleasure.

“There is a perception that the research coming out of the University of Melbourne is mostly theoretical, it was good to be able to prove that the opposite is true” said Lawson.

Made in Melb

Executive director of marketing and communications Lara McKay said the project was a collaboration between the University and the McCann team which produced a result that “Melbournians can truly be proud of”.

“The creatives pushed the researchers to think about their work in a new way and in-turn the researchers have inspired the creatives to bring these projects to life in a way they we couldn’t have previously imagined” she said.

The new campaign follows on from the “Where Great Minds Collide campaign” which ran in September last year.


Executive Creative Director: Matt Lawson
Creative Team: Charles Baylis & Matt Lawson
Copywriter: Charles Baylis
Art Director: Caity Moloney
Senior Designer: Dave Budd
Group Account Director: Charlie McDevitt
Account Director: Emma Van Den Berg
Account Managers: Meg Andrews, Rob Patterson
Head of Media: David Phillips
Digital Director: Tony Prysten
Social Director: Chris Baker
Senior Digital Producer: Joe Guario
Editor: Tom Manion
Digital Designer: Guilherme Pocai De Almeida
Head of Production: Victoria Connors
Media Director: – Jane Walshe
Account Director: – Emma Black
Digital Account Director – Sam Enshaw
Production Company – Airbag
Director: Travis Hogg
Managing Partner: Adrian Bosich
Producer: Martin Box
Line Producer: Nick Venn
Production Designer: Jackson Dickie
Concept Artist: Xavier Irvine
Model-Maker: Nick Pledge
Electronic Engineers: Daniel MacNish & Ben Boniface



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