Visit Victoria and Clemenger BBDO Melbourne have today launched the latest brand platform for Melbourne, ‘A Twist at Every Turn’, showcasing the depth and breadth of Melbourne’s diverse cultural experiences.
Marking the city’s first campaign since 2011, the ‘A Twist at Every Turn’ platform aims to bring to life Melbourne as a city that is defined by its sense of discovery and immersive nature.
‘A Twist at every Turn’ showcases how the city can change in the blink of an eye and the interconnected nature of the best Melbourne has to offer from the culinary and the curious to sporting and inspiring. This in turn creates the excitement and intensity and at times, the challenges, that is so defining of Melbourne.
The campaign launches with a film that brings the city to life using different film genres, and, just like the city, each scene transforms in tone from romantic, to artistic, to sporty through to playful, encapsulated through a stylistic treatment using various film genres to set the mood and tone.
Peter Bingeman, CEO at Visit Victoria, said, “This campaign reflects how visitors experience Melbourne’s many personas – serious, playful, quiet, dramatic, and full to the brim of cultural and sporting heroics. Every visit yields something new, different, exciting and unexpected.”
In addition to the film, a digital platform has been developed that encourages the audience to explore Melbourne by twisting and turning their smartphone to navigate their way through the various scenes and locations presented in the film, with each twist and turn serving a deeper exploration of Melbourne’s distinctive experiences, demonstrating the adventure that lies around every corner in the city.
James McGrath, Clemenger BBDO Melbourne’s Creative Chairman , said, “It’s a very rare privilege to communicate about the very nature of the city you are culturally so connected to. While so many destinations are renowned for how they appear, importantly, the many effects Melbourne has on those who experience it are proudly at the heart of this campaign.”
The campaign launches on Sunday, 29 October across TV, cinema, online video, digital display, social, outdoor and a partnership with Virgin Australia.
You can view the launch film and interactive experience at www.visitmelbourne.com/twist from Sunday, 29 October.
Client: Visit Victoria
CEO, Peter Bingeman
General Manager, Consumer Markets, Nicki Kenyon
Head of Domestic Markets, Nicole Bradley
Advertising Manager, Fiona Ive
Interstate Brand Campaign Manager, Daniel Bese
Creative: Clemenger BBDO Melbourne
Production company: Revolver / Will O’Rourke
Director: Gary Freedman
Edit: The Butchery
Editor: Jack Hutchings
Online Edit: The Refinery
Editor: Eugene Richards
Sound House: Flagstaff / Sound Lounge
Music: Level Two Music/Gaga Music – Harry James Angus
Ogilvy’s latest campaign for the NSW Government, “Little Things”, dramatises the idea of the little things that everyone should be doing to make a big difference to COVID safe life this winter. The OLV, social, radio, digital and OOH campaign was brought to life by creating miniature worlds, where COVID safety objects became the hero […]
Reconciliation Australia and Carbon Creative will launch National Reconciliation Week 2022 tomorrow, Friday, 27 May (running through to 3 June) with the theme ‘Be brave. Make change.’ The theme and campaign, developed by social change creative agency Carbon Creative in collaboration with emerging Torres Strait Visual Artist Tori-Jay Mordey, challenges all Australians—individuals, families, communities, organisations, […]
Pearman Media has announced the appointment of Tara Lamond as group business director. “With experience on both the media and agency sides, including a stint in London, Tara brings a wealth of advertising and media expertise to this role, and we are thrilled to welcome her on board,” said Pearman Media founder and managing director, […]
In this guest post, Jonathan Munschi (pictured below), head of sales for Twitter Australia, says initiatives such as Mardi Gras and Pride month give brands the ideal platform to connect with the LGBTQIA+, but, Munschi asks, why ignore the rest of the year? It’s time for brands to rethink their approach to LGBTQIA+ inclusive marketing. […]
The latest entry in EA and Maxis’ life simulation series, The Sims 4, has released a new update which allows players to customise their character’s pronouns. This new feature is available only in the English version of the game for the time being, with the developers saying that they will soon release it for other […]
Acoustic, a marketing cloud, digital experience and lifecycle pricing and promotion technology solution provider, announced today that Michaela Aguilar has joined the team as head of business partnership ecosystem. In her new role, Aguilar will be responsible for business development and expansion, working with partners and the Acoustic team to create new revenue opportunities in […]
Asian marketing communications agency Bastion Asia has announced a strategic partnership with one of Shanghai’s leading PR agencies, Adventi, to drive greater digital and marketing innovation for Australian brands seeking to engage with Chinese audiences. Adventi, a marketing and communications agency specialising in luxury brands, is known for bringing some of Europe’s biggest luxury brands […]
Engine Creative has reinvented the missing person poster – re-thinking the standard design and introducing a high-impact live portrait – for UK charity Missing People to coincide with International Missing Children’s Day. The striking, high-tech digital posters show a ‘live’ image of the missing person appearing to move their eyes, smile and make facial expressions. […]
LinkedIn, the world’s largest professional network, has today launched the latest iteration of its #ConversationsForChange initiative with a new content series in partnership with Indigenous-led creative consultancy, Campfire X. The three-part series, titled ‘Change Starts With’, aims to highlight the often subtle, everyday moments that can impact Indigenous Australians in the workplace. The campaign encourages […]
Collective Campus, Australian innovation consultancy and start-up accelerator, is spinning off Metarise – a web3 venture fund and tokenized start-up accelerator focused on bringing web3 projects to life across Asia-Pacific. Having run numerous web2 accelerators in partnership with brands such as Microsoft, Village Roadshow, Charter Hall, and Mills Oakley, Metarise’s ANZ Launchpad will be run […]
The popular video sharing platform TikTok is showing agencies its unique potential as a place to share their products with its latest #TikTokMadeMeBuyIt campaign, which is becoming increasingly appealing with audiences and users. During the pandemic, TikTok became one of the breakout social media outlets, rapidly rising in account numbers as people all across the […]