TASK The shopping district of South Melbourne needed a re-brand. A lot had changed in the area with a new shopping centre, cafes, designer homeware and fashion shops, bars and restaurants.
SOLUTION We focused on one particularly tasty fact; South Melbourne is famous for its Dim Sim (the Aussie version of a Dim Sum), which is sold from a small stall at the South Melbourne Market.
Leveraging off the fame of the Dim Sim, we built our campaign around the thought:
South Melbourne. Home Of Even More Than The Dim Sim.
After the launch, where we proposed a fake development proposal to build a Big Dim Sim as a tourist attraction, we ran the campaign.
