Nobody reads research

Made possible by the University of Melbourne

Campaign

The University of Melbourne needed to shift perceptions from that of a teaching establishment, to a world leading research institution making a global impact. The problem was nobody read their research.

The idea was to transform an entire city into an engaging exhibition of world-changing research.

Collaborating with the researchers themselves, 14 outdoor media panels were custom designed alongside a cafe, where you could eat and drink research. Connected by a mobile audio guide. These all became part of a TEDx exhibition that toured the country.

Robotic arm display with origami crane and smartphone showing University of Melbourne content about prosthetic technology.
Colorful children's blocks spelling 'ONE' and 'SCHOOL' next to a smartphone displaying a University of Melbourne educational app.
Exhibit with "Made Possible by Melbourne" sign and mobile app interface showing solar research details.
Display with a white pedestal and magnifying glass graphic showcasing research on biofortified rice to improve diet, next to a smartphone screen showing related content from the University of Melbourne's Pursuit platform.
University of Melbourne website page showcasing research in biofortified rice with iron and zinc.
Exhibit showcasing a model vineyard with a small drone above, illustrating digital vineyards for improved crop management.
Webpage titled 'Digital Vineyards' from the University of Melbourne featuring a drone and vineyard, with audio playback controls and a list of other research topics.
Exhibit of corn cob and water in Melbourne
Model of a cityscape with plants on skyscrapers, labeled 'Growing Greener Cities'.
Chocolate graph sculpture with text about University of Melbourne research on finance, psychology, and obesity.
Interactive public display in Melbourne featuring a transparent silhouette of a human body with visible nerves, located in an urban setting.
Outdoor installation of The World-Changing Cafeteria with illuminated signage, featuring phrases "Made Possible by Melbourne" and "Where Great Minds Collide," set against a modern building backdrop at night.
Outdoor art installation called 'The Empty Bowl' by the University of Melbourne, featuring a box-like structure with promotional text on the walls, located in a public square with trees and people walking nearby on a sunny day.
Person in apron assembling boxes at "The Empty Bowl" exhibit.
people at a tasting event in a modern setting, examining items on a counter
Two women eating from white bowls outdoors
Four bottles labeled "Contaminated Springs," "Festering Swamp," "Polluted River," and "Stagnant Lake," highlighting water quality issues.

University of Melbourne
Education & Government
TEDx Exhibition

Results
3.2 million visits
44 million global reach
80% increase in commercial research inquiries
34% change in audience's perception

Capabilities
Social & Content, Outdoor, Digital, Online Publishing, Experiential, PR, Mobile