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TAC, Be Present Christmas Campaign



Role: Experiential Director & Producer

Agency: Graffiti



Concept Development | Activation Scope & Scheduling | Copywriting | Design & Artwork | Client Management | Site Liaison & Management | Custom Build - Design & Production | Supplier Management | Media Launch | Staff Management | Council & Permits | Bump in/ out | Engineering Compliance | Tech Integration | Extreme Weather Contingency & Activation | Crisis Management | Content Production | Live Event Management

Be Present Media Event

In 2017, TAC wanted to refresh their Be Present Campaign over the Christmas period with a particular focus on Melbourne Metro – integrating the Heads up. Phones Down message seen at Melbourne International Comedy Festival earlier that year.


To answer this message, a month of activations took place over 6 locations during the Christmas period including;


The Be Present Snow Dome in Federation Square where members of the public were invited to step inside to sing Karaoke with an AR Santa. The video was then sent to their phone and with a “Share to Win” message which generated a social reach of over 14K.


TAC’s Army of Green Men hit the streets promoting safe pedestrian behaviour to after work and late-night shoppers.

The Be Present Roadshow visited carols events across regional Victoria and…


A Be Present Wrapping Bar that popped up on Bourke Street Mall the week before Christmas offering people free personalise gift labels.


Over $320K worth of media value was secured, 15K people actively engaged on the ground and 40K online.

Other Credits: Scott O’Halloran, Producer | Exposure, Interactive Digital Agency

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