TAC's "Heads Up. Phones Down" Melbourne International Comedy Festival Sponsorship

CASE

Study

Role: Experiential Director & Producer

Agency: Graffiti

Services:

As a bid a encourage greater care and pedestrian awareness, TAC secured a partnership with Melbourne International Comedy Festival. The sponsorship provided the perfect opportunity to talk to the residents of Melbourne in a light way about a serious subject.

From ideation to the delivery, the “Heads Up. Phones Down” campaign was rolled out across numerous touch points.

From animated videos in train stations to Comedic Lollypop People and their army of green man, the campaign captured people’s attention and got them looking up from their phones.

The campaign was activated over the course of the 5-week festival period - reaching over 1.5M people. It included;