Arts & Culture
Campaign across digital, social,
print and outdoor
Creative consultant Jonnine Standish, photographer Georges Antoni and stylist Gadir Rajab, from City of Melbourne; events marketing manager Tanya Tribuzio and events marketing lead Sophie Holberton
In 2018, fashion is aware, alive, political, compassionate and expressive. Fashion is something to celebrate.
Armed with our rebrand and new campaign direction in 2017, we worked together with city of Melbourne and creative consultant Jonnine Standish to shift M/FW to a bold new position — figuratively and literally.
From the street plane of last year, to way up high on Melbourne’s rooftops, the 2018 campaign unfolds as a poetic dream sequence against an iconic skyline — a metaphor for unconscious, sometimes absurd creative thought, and the surge of artistic power it ignites.
Vogue magazine ad
Contributing to the evolving story of M/FW and the event’s definitive sense of place in the Melbourne CBD, the campaign builds anticipation, bringing drama and theatre to the streets, and a visual narrative of diversity, strength and solidarity to a City of Dreams, the greatest runway of all.
Throughout fashion-forward communities — consumer and industry alike, the 2018 M/FW campaign created anticipation. M/FW saw a 9.6% increase in its Facebook community, and 30% growth on Instagram. Engagement with the event exceeded expectations, with ticket sales for Town Hall and Underground runway shows up 9% from the previous year.
We’re excited to see M/FW emerging as one of Melbourne’s truly creative events.
Campaign imagery
“Round helped us to push the boundaries to ensure M/FW continued to evolve into its new brand personality. The campaign successfully represented the creative spirit of Melbourne.”
Young and Jackson’s digital advertising
Festival flags
Video highlight of Underground Runway 1 in Melbourne’s iconc Degraves underpass