The Melbourne Royal Show, Victoria’s most loved and iconic community event, finally returned in 2022 after two years on hiatus during COVID lockdowns. As the spearhead creative team, we were tasked with creating a dynamic new Show campaign – the goal to bring people flooding back through the gates.

I worked as a creative team with the fabulous Matt O’ Brien, myself as design director, Matt as art director.

We created the joyous campaign ‘It’s Show Time!’ We wrote a fun creative language to support – ‘It’s Fluffy Time, It’s Party Time, It’s Yay Time’, and so forth – which gave us lots of legs to promote the Show’s very varied offerings. The TVC enabled us to create a custom soundtrack, working with the legendary Bamboos singer Kylie Auldist as vocalist.

Deliverables included strategy, campaign line and language, application to TVC, radio, outdoor, press, digital, street posters, signage – and a gazillion pieces of collateral.

And the result? This year the Show returned bigger and better than ever! Over half a million people through the gates, the highest attendance in 15 years. The first day was a sell-out, with a record Day 1 attendance. So – smiles all round – the client, and all involved are thrilled at the outcome.