Saatchi & Saatchi is aiming to revitalize the live music scene in Melbourne by bringing together four of the city’s most famous music venues through the construction of a custom guitar. The project was featured in a recently launched documentary.
Using wood taken from The Tote, The Espy, The Corner and Cherry Bar, the one-of-a-kind Maton guitar, the MM3000, will be available for local and touring artists to play. It will travel between the four venues with its path will able to be tracked on a website aimed at encouraging Melburnians to get out and explore the city’s live music events.
The documentary, website and integrated campaign running on outdoor, social and digital will also be driving people to donate to Supportact, a local charity helping struggling musicians, venues and those working in the industry affected by the pandemic.
“A project like this is only as good as the passion brought to it by the partners and people you meet along the way. To that end I have to say a tremendous thank you to our production partners Scoundrel and Alt-Shift and to our incredible supporting partners – all of whom understand how integral live music is to making Melbourne, Melbourne,” Saatchi & Saatchi ECD Simon Bagnasco said.
Level Two Music
The Tote Hotel
Creative Agency: Saatchi & Saatchi Melbourne
Chief Creative Officer: Mike Spirkovski
Executive Creative Director: Simon Bagnasco
Creative Director: Lee Sunter
Senior Creative/Copywriter: Adam Ferrie
Senior Creative/Art Director: Peter Cvetkovski
Head of Design: Matt Alpass
Designer: Alice De Saulles
Executive Producer/Producer: Lucy Trengove
Digital Director: Nick Baum
Digital Design: Jarryd Hood
Head of Content: Fei Wang
Creative Content Producer: Heather McKean
Producer: Zena Bartlett
Developers: Steven Ashby & Josh Armstrong
Strategist: Jack Gilbert
Client Service Director: Ella Ward
Senior Account Manager: Harriette Curtis
Managing Director (2020): Mark Cochrane
Production Company: Scoundrel
Director: Matt Weston
Managing Director / EP: Adrian Shapiro
Producer: Holly Winter
Photography: Jay Hynes
Editor: Aaron Carroll
Post Production & VFX:
Trailers: Drew Moden – Mr Fox
Level Two Music – Mel Jong, Karl Richter, Hugh Owens, Marcus Brooke-Smith
Audio Post Production:
Dee Gjedsted: Squeak E. Clean Studios
Earned Media & Public Relations: Alt Shift
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