Cannes Lions
Y&R ANZ, Melbourne / PUBLIC TRANSPORT VICTORIA / 2018
Overview
Entries
Credits
Description
Melbourne’s Longest Ever Encore saw one of Australia’s biggest bands, the Pierce Brothers, play an epic 5-hour encore all over the city. And the only way they could get from venue to venue was with public transport. The band caught trains, trams and buses all over Melbourne to 10 different music venues in a single night, and the crowd continued to build as they followed them for the whole journey. Melbourne has seen music encores before, but never anything quite like this.
Execution
The night started with a sold-out show. To everyone at the venue, it seemed like a normal gig. But once the Pierce Brothers got to the encore, they surprised the audience by telling them that they were doing something a bit different. They were going to perform Melbourne’s Longest Ever Encore and were using public transport to get from venue to venue until 4am. The crowd followed, and more people joined along the way. For fans overseas or at home, they could follow along on Facebook Live. The band played at 10 different music venues and the whole night was documented – all the performances were edited into original music film clips and were released on social media the following week.
Outcome
Hundreds of people joined the band on the night, and thousands watched the music film clips online. Melbourne’s Longest Ever Encore got the music press buzzing, informing the wider music community how reliable 24-hour public transport is when it comes to getting to and from music venues after midnight. Now music fans all over Melbourne know they can stay at the show until the band walks off the stage.
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