The opening of the Metro Tunnel was more than a project. It was a once-in-a-generation moment for Victoria, the biggest public transport upgrade since the City Loop opened in the early 1980s.

Moments like that don’t come around often.

So when it came to launch day, we knew the magic wasn’t in building a big extravagant activation. It was in amplifying what was already there: anticipation, pride and shared excitement.

Across one massive day, the Graffiti team coordinated over 18 troupes of performers across the CBD and suburbs. Singers, dancers, musicians, roaming characters, there was colour and play bursting out of the platforms. Everywhere we went, people lit up. More than one person told us it felt like “Melbourne in the 90s”.

And this is where brand experience is unmatched. Infrastructure can change how we move, but experience changes how we feel.
It turns a functional milestone into an emotional one and lets a whole city celebrate together with memories that stick.

Over forty Graffiti team members were out in force bringing the buzz to life. It was colourful, energising and an honour to be part of.

A new journey has begun for Melbourne.

What a privilege to help mark the moment.