Melbourne is full of bars, restaurants and music venues that come alive after midnight – it’s one of the reasons why it holds the title of ‘the world’s most liveable city’. It also has exceptional public transport. The Night Network service – all-night public transport on weekends – helps people get to and from locations until dawn. To get people to use it, we needed to get them to stay out later.

To uncover the whole city, we needed lots of content. So, we recruited 80 ‘Late-Night Explorers’ and gave each of them a camera, a travel card, and a public transport route to explore. They captured hundreds of hours of footage, photos and sound bites. These discoveries became the advertising on the network. We also used Facebook Canvas to help people plan their own journeys with interactive video. To give people even more reasons to explore the night, we invited 10 Australian music artists to create ‘Up-Late Playlists’ on Spotify. To listen to them, you had to find the posters on the network and scan the special codes. We also created ‘Melbourne’s Longest Ever Encore’, an activation that saw one of Australia’s biggest bands perform an epic 5-hour encore. They used the Night Network to get to 10 different iconic venues in a single night.