Walk Watcher Activation

March – April 2021

As part of its sponsorship of the Melbourne International Comedy Festival, TAC launched ‘Walk with Care’.

It was an integrated campaign targeting Victorian pedestrians as they started returning to the city streets. Whether it’s looking at phones while crossing the street, or being distracted with headphones, the campaign highlighted the importance of being alert. The campaign used outdoor and social media (produced by creative agency, SDWM) whilst Graffiti created the ‘Walk Watcher’ activation.

The ‘Walk Watcher’ was a digital interactive pedestrian crossing outside Melbourne Town Hall.  Using behind the scenes photo monitoring and comedian voice overs to capture good and bad pedestrian behaviour, it mirrored people’s photos up on the big screen. Giving either a thumbs up or thumbs down, depending on whether they were distracted by their phones or not. The activation was brought to life in a fun light hearted way with the ‘Walk Watchers’ - a group of roving moustache and mullet clad performers from Brunswick East Entertainment Festival .