New campaign from the Victorian Infrastructure Delivery Authority (VIDA) and VML has transformed the opening of the Metro Tunnel into a unifying moment of progress, pride, and connection for all Victorians.
VIDA has unveiled ‘More Ways to Move,’ a campaign created in partnership with VML, to mark the opening of the new Metro Tunnel—Melbourne’s largest public transport expansion since the City Loop.
The creative idea is anchored in a powerful insight: the Metro Tunnel is not only an engineering achievement, but also a gateway that opens up new possibilities for Victorian’s, better connecting them to jobs, healthcare and education. Years of innovation and construction have created more travel choices, and greater access to everything Melbourne has to offer which requires key behaviour change communication.
VIDA and VML developed a campaign that spans multiple channels, each designed to showcase the tunnel’s impact on everyday life. A hero TVC captures how the Metro Tunnel empowers Melbournians to do more of what matters—whether it’s the daily commute, a night at the theatre, or a long-overdue catch-up with friends.
The campaign extends across TV, outdoor, digital, social, and radio, culminating in a 3D OOH installation at Emporium Melbourne that transforms the tunnel’s opening into a citywide celebration.
Amy McBride, campaign director at VIDA said, “We knew the Metro Tunnel deserved more than an operational announcement—it deserved a moment that belonged to every Victorian. More Ways to Move is about educating people about new journeys and celebrating what this project truly means for our city – more travel choices, more connections, and more reasons to be proud of Melbourne’s future”.
Richard Williams, group executive creative director, Melbourne and Sydney added, “Our ambition was to humanise the story of the Metro Tunnel and create a campaign that people could feel, not just see. By focusing on the everyday moments and possibilities the tunnel unlocks, we’ve turned a major infrastructure milestone into a citywide celebration. This is Melbourne’s moment, and we’re proud to help bring it to life!”.
Credits:
Client: Victorian Infrastructure Delivery Authority (VIDA)
Jen Kaye, Executive Director, Strategic Communications and Engagement
Amy McBride, Campaign Director
Alex Mitchell, Marketing Manager – Creative Production
Erin Saunders, Senior Marketing Manager
Jaclyn Lombardo, Marketing Manager – Operations
Tamarin Morley, Brand & Design Manager
David Budd, Senior Brand Designer
Agency: VML
Richard Williams, Group Executive Creative Director
Robyn Bergmann, Creative Director
Adriana Agustin-Radelja & Isabel Evans, Copywriter
Sarah Fumo & Amanda Chen, Art Director
Sarah Bailey, Managing Director
Gwen Loh, Account Director
Luisa Peters, Senior Producer
James Ayling, Designer & Senior Finished Artist
Aleksander Janev, Lead Motion Art Director
Production company: FINCH
Stephen Carroll, Director
Corey Esse, Executive Producer
Kate Menzies, Producer
Sophie Johnston, Production Manager
Jeremy Rousse, DOP
Jo Scott, Editor
ARC, Post Production
Bang Bang, Music and Sound
Casting, Studio P
Media Agency: OMD
