With the help of supporting partners, Saatchi & Saatchi Australia has launched ‘Made from Melbourne’, a project designed to celebrate and support Melbourne’s live music scene.
At the project’s heart is a one-off guitar made with timber sourced from what Saatchi & Saatchi says are the four most iconic music venues in Melbourne: The Tote, The Espy, The Corner and Cherry Bar.
The guitar, crafted by local brand Maton, is a one-of-a-kind semi-acoustic called the MM3000.
The guitar’s story is told in ‘Made From Melbourne,’ a documentary exploring live music and the fight to keep it alive in Melbourne—told by artists, industry figures and a passionate live music community.
Made by Scoundrel Films and filmmaker Matt Weston, the documentary aired nationally on Channel Nine on Saturday night, 24 April, and is currently streaming across multiple platforms.
Supporting the launch of the film is an integrated campaign that will run across outdoor, social and digital.
The Maton MM3000 will live on in the venues it was made from—free to be played and used by local and touring artists. The guitar’s journey will be tracked online and available for all to see at madefrommelbourne.com.au
There is also a host of planned events and activations throughout 2021.
The documentary, website and assorted comms are designed to drive people to donate to Support Act, a local charity helping struggling artists, musicians, venues and those working in the industry affected by the pandemic.
“A project like this is only as good as the passion brought to it by the partners and people you meet along the way,” Saatchi & Saatchi ECD Simon Bagnasco said.
“To that end I have to say a tremendous thank you to our production partners Scoundrel and Alt-Shift and to our incredible supporting partners—all of whom understand how integral live music is to making Melbourne, Melbourne.”
To view Made From Melbourne, click here.
Credits for the campaign are as follows:
Supporting Partners
Mushroom Group
Maton Guitars
Mountain Goat
Support Act
Channel 9
Level Two Music
Madman Entertainment
Music Victoria
Bakehouse Studios
The Tote Hotel
The Epsy
Corner Hotel
Cherry Bar
Creative Agency: Saatchi & Saatchi Melbourne
Chief creative officer: Mike Spirkovski
Executive creative director: Simon Bagnasco
Creative director: Lee Sunter
Senior creative/copywriter: Adam Ferrie
Senior creative/art director: Peter Cvetkovski
Head of design: Matt Alpass
Designer: Alice De Saulles
Executive producer/producer: Lucy Trengove
Digital director: Nick Baum
Digital design: Jarryd Hood
Head of content: Fei Wang
Creative content producer: Heather McKean
Producer: Zena Bartlett
Developers: Steven Ashby & Josh Armstrong
Strategist: Jack Gilbert
Client service director: Ella Ward
Senior account manager: Harriette Curtis
Managing director (2020): Mark Cochrane
Production Company: Scoundrel
Director: Matt Weston
Managing director/EP: Adrian Shapiro
Producer: Holly Winter
Photography: Jay Hynes
Postproduction
Editor: Aaron Carroll
Postproduction & VFX
Trailers: Drew Moden – Mr Fox
Music Supervision
Level Two Music – Mel Jong, Karl Richter, Hugh Owens, Marcus Brooke-Smith
Audio Post Production
Dee Gjedsted: Squeak E. Clean Studios
Earned Media & Public Relations: Alt Shift
