A frothing success story

Reimagined to authentically reflect the dynamic, innovative and diverging industry it represents, and its status as the world’s largest annual beer awards program, Commotion’s highly successful AIBA rebrand continues to inspire brewers and beer lovers all around the world.

Celebrating language and imagery peculiar to brewing, the annual Awards campaign builds brand equity with breweries and beer lovers year upon year, driving both record entries and requests for marketing assets in 2019 for the 4th consecutive year.

 Launching a new event venue star

How do you convince global event managers that the iconic 100+ year Melbourne Showgrounds is now home to Melbourne’s most exciting and dynamic state-of-the-art gala event venue?

Firstly, you deliver a name befitting of an industry leader.

Then you create a bold, confident, contemporary identity design, which gives a cheeky – and relevant – nod to its lineage through a clever evolution of the parent-brand’s ‘ribbon device’.

And finally you launch it with a visually evocative campaign. 

Already the new home of such high profile events as Global Trade, the Royal Melbourne Wine Awards and the AFL Rising Star Award, it seems event managers agree that when it comes to staging a smash hit event, at Victoria Pavilion, ‘The only limit is your imagination’.

Transforming a 19th century icon into an inspiring 21st century hub

A Melbourne icon, Melbourne Showgrounds’ celebrated 130 year plus history is a double-edged sword, leading to perceptions that the venue has seen better days.

Commissioned to inject fresh life into the re-imagined precinct across a new brand identity, environmental design and a dynamic suite of video, digital and print assets, the arrival of new clients such as MasterChef, Lego Masters, the AFL Rising Star Awards and the Caravan & Camping Touring Supershow prove those perceptions couldn’t be more wrong.

Asking Victorians to Stick With Father Bob

Providing essential services to its inner-south community since 2003, the Father Bob Maguire Foundation is a Melbourne charity institution.

With funding cutbacks threatening the Foundation’s viability, it became critical for $200,000 to be raised within one month for the organisation to remain operational.

Recruited by Australia’s leading crowd fundraising platform MyCause to create a compelling giving campaign, Commotion’s insight was that Father Bob’s respected reputation for sticking up for those unable to stick up for themselves, was of ongoing inspiration to the broader community.

So we asked the community to Stick With Father Bob in this time of crisis – which they did, raising the necessary amount in 72 hours, before reaching a final total of $220,430.

Back to Earth

Metropolitan Waste and Resource Recovery Group (MWRRG)

To coincide with the development of new composting facilities at Bulla and Wyndham to service eleven councils in Melbourne’s north and west, MWRRG, a Victorian State Government Statutory Body responsible for coordinating and facilitating the delivery of municipal solid waste management across metropolitan Melbourne, drafted education strategies to:

• Communicate the environmental benefits and end products of organics recycling

• Raise awareness of what happens to organic waste once it is collected

• Promote the collection services offered by participating councils, and

• Educate users on the consequences of contamination.

Commotion developed the name, identity, microsite and all advertising and communication collateral for the campaign. The microsite conveys the broader messages in a visually interesting way that is not expected of government sites, and links through to each participating council’s green waste landing page. The concept was liked and well accepted by councils, and as it evolves, web-based promotions continue to build awareness of the scheme and its benefits.

The Back to Earth concept was adopted by the Goulburn Valley Waste and Resource Recovery Group in 2014 for rolling out across the Shepparton, Moira and Strathbogie regional councils in Victoria, as they progressively introduce their new food and green organics waste collection services. Television commercials featuring media personality Dr Karl Kruszelnicki were part of the Goulburn Valley brief, and have been instrumental in gaining support for the program from the many stakeholders within council.

TSV Summer Safety Campaign

Victorian State Government, Transport Safety Victoria

Transport Safety Victoria (TSV) regulates the safety of recreational boating in Victoria.

In December 2005, Victoria introduced new legislation making it mandatory to wear life jackets, after a 2003 report found that the absence of a life jacket was a major factor in the majority of drowning deaths. Despite the laws being in place for nine years, wear rates have been recently found to be declining in line with a corresponding decline in enforcement and education.

The group most at risk, male recreational boaters aged 55+, was the main target of the 2014-15 summer safety campaign, which focussed on the effect of a death on those left behind. Research found this emotional approach was particularly powerful for older males, who may not be too concerned about their own wellbeing but would care about the impact on their loved ones.

The campaign included a microsite, press and magazines, boat ramp billboards and online advertising.

Master your Myki

Victorian State Government, Public Transport Victoria

Before the old Metcard ticketing system was to be phased out in late 2012, Public Transport Victoria commissioned a series of online videos to clearly explain the Myki ticketing system and how to use it to the audience (infrequent travellers, skewed to 50+), that hadn’t yet made the transition to the new ticketing system in the first ten months of rollout.

Though the brief was for the creative and production of the video series only, as part of the submission Commotion presented a holistic cost-effective campaign idea, ‘Master Your Myki’, an educational, positive take on the change. The concept also involved using representatives from each of Victoria’s metropolitan transport stakeholder peak bodies, (train, tram and bus), to assist with and encourage industry involvement and support in the mandatory move to Myki.

The resulting campaign comprised the ‘Master Your Myki’ concept, scripting and production of five 60-120 sec video clips, brochure and point of sale material for Myki sellers, metrolite posters, online advertising, and the design for the accompanying microsite, all linked by the hero visual and the campaign brandmark.

Bully Stoppers

Victorian State Government, Department of Education and Early Childhood Development

Unlike many other anti-bullying initiatives, the Bully Stoppers program focuses on an attitudinal change, encouraging all primary and secondary students, teachers and parents to speak more openly about bullying, so that it can be stopped via proactive engagement rather than by punitive action.

The approach focused on the positive strategy driving the project, highlighting ideas of ‘having a conversation’ and ‘sharing information’, to eradicate negative ideas about ‘dobbing’. The new identity also needed to appeal to a very wide age group without feeling too juvenile for a teenage audience, and as an action oriented initiative, the colour palette needed to be vibrant without being ‘kiddy’.

The solution featured a capital typographic ‘B’ in the word ‘Bully Stoppers’ that utilised colourful speech balloon shapes as the negative spaces within the ‘B’, suggesting the initiative is focused on engagement and positive, upbeat conversations to stamp out unacceptable behaviour. The use of two speech balloons facing different directions also suggests that there are always two sides to every conversation, each needing to be heard to help reach a solution.

Final deliverables included a full electronic logo suite and style guide, layouts for internal communications, fact sheet templates, website tile and masthead designs, a set of assets for third party partners and a series of messages and graphics for advertising communications.

Infographics

Various clients incl. Victorian Government & RASV

With a team experienced in distilling complex information into easily digestible facts so as to engage and inform, Commotion has proven expertise in the delivery of infographics with impact.

From concept and design to editing and copywriting, the creation of icons and the discerning application of typography and colour, Commotion has created powerfully effective infographics across print, digital and environmental platforms for such clients as the Victorian Government and RASV amongst many others.