‘Uncover Chapel St’: New campaign calls for rediscovery of iconic Melbourne strip
In the photo, graffitti has been painted over in crudely shaped blocks to conceal it
Chapel Street Precinct is hoping to be “rediscovered” as a cultural marker of Melbourne, with a new campaign from The Sphere Agency, Mumbrella can reveal.
The campaign, “Uncover Chapel St”, celebrates the precinct’s contradictions: grit and gloss, heritage and newness, hidden corners and headline venues.
For years, it was the city’s premier strip, with something for everyone. It even drew celebrities in, including actors Hugh Grant and Elizabeth Hurley, and pop-culture icons like Paris Hilton.
Built on the insight that Chapel Street doesn’t need reinvention, it needs rediscovering, the creative combines visuals with hyper-local storytelling across OOH, digital, and social channels, as well as live activations.
The nine-week campaign, developed by The Sphere Agency, begins with a soft launch before shifting the spotlight across Windsor, Greville Street, Prahran, and South Yarra in two-week bursts. The creative agency worked closely with the Chapel Street Precinct and its traders.
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Michael Abdel, executive creative director at The Sphere Agency, said the precinct has played a defining role in Melbourne’s self-expression.
“Chapel Street has always been more than a shopping strip — it’s a cultural marker for Melbourne and Australia. From fashion and food to nightlife and creativity, it has shaped how this city expresses itself.
The pitch to bring Melburnians back to Chapel Street
“For us at Sphere, being based just off Chapel Street makes this work personal, but it also makes it bigger: it’s about reflecting a place that has always set trends, welcomed diversity and embodied Melbourne’s energy. ‘Uncover Chapel St’ is a reminder that this precinct remains one of Australia’s great cultural corridors.”
The agency’s general manager, Tamsyn Brooke, added that this “spirit” — how “you’ll always uncover something new” like food, fashion, art, or nightlife — was the backbone of the campaign.
“From the taglines to the visuals, it’s raw, stylish and a little cheeky. Just like Chapel Street itself.”
“Uncover Chapel St” will run until November, inviting locals and visitors alike to “rediscover” the precinct’s unique mix of culture, commerce, and community.
Credits:
Client: Chapel Street Precinct
Creative Agency: The Sphere Agency
General Manager: Tamsyn Brooke
Executive Creative Director: Michael Abdel
Art Director: Lara Gibson
Copywriting: Luke Davidson
Client Services: Ella Watt (The Sphere Agency)
Photography: Jess Middleton
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