To mark our 20th anniversary, we took a some time to reflect on some of our founder’s most iconic projects—milestones that have shaped the agency into what it is today.

F1 Global Launch

What do you get when you combine a world-first F1 moment with the backdrop of Melbourne’s Yarra River? A global launch that fans, and we at Graffiti, will never forget. Throwing back to 2019, we teamed up with Formula One and AGPC to launch the season in a global broadcast. In an F1 first, all 20 drivers and team principals made a surprise entrance by boat down the Yarra River, pulling up to Federation Square to greet 10,000+ ecstatic fans. From concept development to stage management, global broadcast, talent management, and production, we handled it all from start to finish.

Why we loved it: Collaborating with such an iconic global brand on this scale was a true milestone for us. And something that we are pretty chuffed about - it featured in the opening episode of Season 2 of Drive to Survive! Take a closer look here.

Wipe Off 5

In 2013,  the TAC sponsored Round 22 of the AFL season to highlight the “Wipe off 5” message, encouraging drivers to reduce their speed by 5km/h. In an unprecedented activation the ‘5’ was removed from the 50m arc at every game of the round. We installed massive projections at the MCG, bringing the message to life for fans approaching the stadium over the weekend. Preceding the round, Graffiti extended the campaign's reach with a month-long roadshow to 32 regional towns throughout Victoria. 

Why it worked: We’ve always found it so rewarding working with local communities, they are so engaging and genuinely love getting involved. The public got involved by signing a pledge to drive safely on life-size “Wipe off 5” letters with over 100,000 signatures in total. This community engagement generated strong earned media, proving invaluable in the lead-up to the road safety round. Importantly, the road toll that year was the lowest in several years. Check out the details here.

Match in the Mall

 In 2023, we created a show-stopping event for Myer by transforming Bourke Street Mall into a tennis court overnight. We shut down the trams for 24hrs and staged a match for tennis legends Ash Barty, Pat Cash, Jim Courier, Alicia Molik, and Casey Dellacqua right outside MYER's flagship store in Melbourne. MYER one members were treated to VIP seats courtside for a money can’t buy experience while Melbournians were invited to enjoy the spectacle from the stands, the big screen at Fed Square or via MYER's Facebook live stream.

Why we loved it: This project was all about making the impossible, possible. A project that we’ll never forget, one we’re very proud of still. The scale, the location, and the energy—it was a huge undertaking, but the payoff was unforgettable. See how we made it happen here.