Melbourne’s Wheeler Centre is a place where writers and thinkers share their ideas in front of live audiences, to rekindle the lost of art of public conversation.
The only thing was, the public weren’t really talking about the Wheeler Centre.
So we created a real-time social media driven campaign that was part New Yorker style caption contest and part guerilla street art project.
It inspired opinionated Melbournians to take to Twitter to tell the world what they thought was worth discussing.
We then turned 100 of these discussions into permanent historical Wheeler Centre plaques that dotted the city of Melbourne.
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We set up a world where a small act of honesty generated a huge response of attention and praise on an unsuspecting public. We did it inside a shopping center […]