Melbourne Convention and Exhibition Centre (MCEC) and Ogilvy Melbourne have launched a new campaign for Meetings & Events Australia’s National Conference, using the creative platform of ‘Break Conventions’.
Ogilvy Melbourne engaged the help of renowned Melbourne street artists, RUSKIDD (of The Blender Studios) and WONDERLUST (of Everfresh), to help define what it means to break conventions in the conference and events space and to encourage industry leaders to do the same.
Their unconventional way of seeing and interpreting this space was the basis for a communications campaign developed by Ogilvy Melbourne, including posters, digital and experiential, all of which break a traditional conference custom.
It culminated in a unique piece of artwork unveiled at the opening night of the MEA National conference last night (Sunday, 17 April).
Prue Rogers, local host chair of the MEA conference, and senior manager (customer experience) at MCEC, said, “The world of business events is constantly changing and simply keeping up is not enough.
“With the Meetings & Events Australia 2016 conference being hosted in Melbourne, one of the world’s most creative places, the conference theme of ‘Breaking Conventions’ is perfect. It’s not just about delivering better meetings and events. It’s about breaking conventions in every area of business, your life and your career. We’ve secured a great line-up of speakers and can’t wait to get started.”
The MEA National conference is on at Melbourne Convention and Exhibition Centre from 17 to 19 April.
Client: Prue Rogers: Senior Manager – Customer Experience, Melbourne Convention and Exhibition Centre (MCEC)
Agency: Ogilvy Melbourne
Executive Creative Director: David Ponce de Leon
Copywriter: Alex Little
Art Director: Jesse Steinfort, Karsten Jurkschat
Senior Designer: Jesse Steinfort
Account Director: Jenna Featherstone
Illustrators: RusKidd@The Blender Studios
Ogilvy Melbourne is part of WPP AUNZ.
From Friday, December 4, Snapchatters and Bitmoji users will be able to pair with their own Bitmoji avatars with Levi’s casualwear apparel. The Levi’s x Bitmoji designs will also appear across a variety of experiences on Snapchat including Chat and games, on the Snap Map and in Lenses. All products will be available for purchase […]
John Chaplin (pictured), former Chief Product Officer of Hogarth Australia and Co-founder of award winning digital agency Fusion, has launched a new digital product design company, Diagram. Based in Sydney, Diagram are a collective of creators and makers who partner with individuals, agencies, startups, business and industry to design and build considered, elegant digital products. […]
After announcing the mega acquisition of workplace chat company Slack yesterday, tech giant Salesforce has made a raft of announcements as part of this year’s annual Dreamforce event, which has been held virtually. Headlining the announcements was news of Salesforce Hyperforce, which comes as a reimagination of the company’s platform architecture built to securely and […]