The City of Melbourne has a problem.

 

It needs to change the Queen Victoria Market or the Market's going to die, but every time the City Of Melbourne tries to broach this subject in the community there is understandably grave concern that the market will be harmed.

Our client, Paoli Smith asked us to help them come up with an overarching idea that could be used throughout the consultation, development and refurbishment phases of updating the market that expresses the City of Melbourne's intent to nurture and grow the market - keeping what's important, discarding what's detrimental and improving what's required.

 

In consultation with Paoli Smith we created "Vic Market - Forever", a clean and simple campaign idea that underlines why the City of Melbourne needs to upgrade the market and what they expect the outcome of this upgrade to be.

Copywriting: Angus Smallwood & Chris Taylor