A month ago, I flew to Melbourne for a week courtesy of MINI Australia. They had reached out to me to see if 3sixteen would be interested in participating in a unique car launch campaign for their newest model, the MINI Paceman – and after a few calls and emails to make sure that a Nigerian prince was not involved in the scheme, I gladly accepted.
MINI Australia, along with their PR agency Badjar Ogilvy, came up with the idea to bring out 6 unique creatives to Melbourne to showcase their work at a physical storefront on Chapel Street in Prahran, one of the city’s trendy shopping districts. Each collaborator would have the chance to display their wares in the space for a month, and to visit the city for a week to help with media opportunities. Johan and I decided to use the storefront to put together a gallery of worn-in jeans that we collected from friends and customers. I also hosted a small meet & greet event during my time there so that customers of ours who live in Melbourne could come get a first look at the gallery display and say hello in person. It was a busy week for sure, but I had an amazing time and met some incredible people.
Some of those people are documented in the video above. One of my media obligations was to film a video with Tourism Victoria that would highlight places in the city that I enjoyed. The tourism team did their best to research destinations in the city that I’d enjoy checking out, but I eventually asked if we could include people that I had a personal relationship with, as I felt that would make the video more authentic. The owner of Dukes Coffee Roasters, for instance, is a customer of the brand’s – and I had already visited their new Ross House location a few days before we filmed. And being that the Up There guys had carried our brand since their opening day, I felt it would made the most sense to film with them rather than with another arbitrary shop. I credit the team for introducing me to Sisto at Pellegrini’s and Dean at Woods of Windsor, though… and both were excellent places run by great people. And there were plenty more cafes, shops and restaurants that I visited throughout the week that I wish could have been included as well. Melbourne is an incredible city and I hope to have the opportunity to return again one day. Until then, though, I’m thankful to have a video like this as a little reminder of the time I spent there.