The Melbourne Gardens site has a deep history and heritage, and many of the celebratory events will allow visitors to explore the gardens from a new perspective.
Visitors will be encouraged to take a moment to enjoy nature with loved ones, picnicking, reading, playing and learning.
The campaign, which features illustration by local designer Annie Davidson, consists of a series of through the line projects including digital assets, a colouring book, tram wraps and out of home creative rolling out across the year, inspired by beautiful Gardens snapshots
Glenn Dalton, Executive Creative at Hardhat said, “whether it’s gathering together with a loved one, family or friends, or just some time to yourself to gather your thoughts, there’s no better place to do so than Melbourne’s Royal Botanic Gardens Victoria.”
“This campaign for the Garden’s 175th milestone year is as colourful and inclusive as the Royal Botanic Garden Victoria has always been. The agency really enjoyed helping to shine some light on one of Melbourne’s brightest and most beautiful places.”
Tim Entwisle, Director and Chief Executive at Royal Botanic Gardens Victoria added, “we’re excited to share a campaign that re-embraces our history as a significant meeting place. Melbourne’s Royal Botanic Gardens Victoria improves the environment and liveability of our city and it is important that we take this opportunity to invite people back to enjoy this special place.”
Royal Botanic Gardens Victoria is on a mission to use the remarkable gardens in Melbourne and Cranbourne for innovative science, and skills at sharing knowledge, to help the community understand and value plants.
Hardhat was founded in 2005 by Dan Monheit and Justin Kabbani. The agency, now a team of 40, builds brands through a combination of creativity and behavioural insights. Hardhat clients include Baiada, Bupa, Bega Dairy and Drinks, Simply Energy, Victoria University and Carsales.
The first milestone event, Garden Gathering Vol 1. is at Melbourne Gardens’, Arid and Drylands Precinct, Gate D, Saturday, 27 March, 10am-3pm.
Glenn Dalton – Executive Creative Director
Kristy Richards – Strategy Director
Char Wren – Head of Production
Chris Hince – Creative Director
Andy Segal – Creative Director
Gabi Raison – Account Director
Sophia Duhrin – Senior Designer
Zane Flynn – Designer
Annie Davidson – Illustrator/Graphic Designer at IllustrationX Agency
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