[MEL24]




Key Dates

30 November 2023 - Launch Deadline
14 March - Standard Deadline
13 June - Extended Deadline
21 June - Judging
10 July - Winners Announced


Silver 

Project Overview

Formerly the site of the Philip Morris factory, Morris Moor is a vibrant precinct that blends commerce, creativity, and culture. Home to classic Melbourne dining, entertainment, and retail businesses, it’s become a hub for the local Moorabbin community. Endless Summer was a free activation hosted by Morris Moor over the summer season. Adding to the already cool, urban energy of the precinct, Morris Moor wanted to create an electric, festive atmosphere – they required a campaign that perfectly captured the fun of summer.

Project Commissioner

Up Property

Project Creator

PLAYGROUND Studio

Project Brief

PLAYGROUND was tasked with developing a campaign that captured the feeling of Australian summer. The goal was to communicate the family-friendly activities, food trucks, and live music to the local community and beyond with a fresh, enticing campaign. Our mission was to promote the events on digital platforms, appealing to all ages and demographics with strong visuals and a vibe that left viewers wanting more.

Project Innovation/Need

Inspired by those who spend their lives chasing the warmer weather, the Endless Summer campaign oozes fun in the sun. Using Morris Moor’s signature orange, we paired it with a hot pink tone, channelling the hues of a vibrant sunset. The pulsing, circular motif serves as an homage to the energetic community vibe that is now synonymous with Morris Moor. The result is striking imagery that instantly captures users’ attention, especially in the digital space.

Design Challenge

Endless Summer was almost an entirely digital campaign, using paid and organic social media to speak with the audience, so our communications had to be effective within the constraints imposed. PLAYGROUND saw this as an opportunity to use small amounts of clever copy to create intrigue and entice the audience to find out more. The design is vibrant and warm, hypnotising with its sense of nostalgia and anticipation, hinting at the excitement of a long, memory-filled summer.

Effectiveness

Across the whole event and supporting campaign, Endless Summer hosted 14 DJs and musical artists, three market weekends, and a huge range of family-friendly activities. The diverse calendar of events opened Morris Moor up to a much wider audience, attracting a steady flow of families, foodies, and fun-seekers from all over Melbourne.




This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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