Suburban shopping centres have stepped it up – fine dining, hotel stays, even art exhibitions – quickly making them the go-to leisure destinations for Melburnians.

So when we were tasked with inspiring Melburnians to rediscover their love for the city, we knew there was one thing the suburbs could never bottle.

It’s the vibe of the thing, your honour.

A unique energy felt by everyone, in different ways.

But unlike Mr. Denuto, we came armed with witnesses. We turned to iconic Melbourne voices to help define that hard-to-describe feeling. Each offering a fresh, authentic take on the Melbourne experience. Proof that the city reveals itself differently to everyone.

That layered energy then flowed into everything we made – including out-of-home featuring ‘city canvases’: hundreds of textures found and hand-scanned from across the city. The vibe made visual. 

But the essence of this very big, very visible campaign designed to unite Melburnians and reignite their passion for their city, was one very simple question: what’s the FEELING it gives you?

Because we contend it’s that that makes Melbourne, Melbourne.