City of Melbourne
Whether you see an acoustic show in a cafe, a jazz gig in an alley or a rave in a warehouse—the diversity of artists, genres and locations is astounding.
Our creative concept was based on the idea of 'contrast'. We expressed the rich diversity of music, venues and audiences through contrasting images, colours and typefaces. We created the iconic wolf and woman to visually represent this idea of contrast.
Our strategy allowed us to apply the campaign creative in a way that embodies a unique sophistication that is very Melbourne. We rolled this concept out across a wide range of campaign collateral including programs, posters, postcards, banners, website and a video.