Federation Square is the heartbeat of Melbourne, an iconic public space that is host to events, celebrations and culture. For  Winter, Federation Square wanted to take a decidedly different approach to encouraging Melburnians to get out and about in the cold.

We took aim at summer encouraging Melburnians to get out and about and embrace the cold. To avoid tired cliches and build hype, messaging was built around the rhyme of Summer done, winter fun! Creating surreal still life scenes of relatable objects embodied a sense of magic and nostalgia, reflective of the winter program. The campaign packed a punch and captured the imagination of Melburnians and tourists, driving visitors to Fed Square.  

With the aid of Aer’s campaign, Winter at Fed Square received record numbers of event attendance and online engagement.