Marketing Entourage (ME) created and facilitated 'Hack Fed Square' the flagship event of the City of Melbourne's Melbourne Knowledge Week 2019. Our objective was to bring together passionate thinkers, makers and creators of the community to design the future of this iconic landmark.
Following our creative Design Hack process, influenced by Design Thinking and Design Sprints, ME guided participants through the creative activities to help them develop well crafted ideas that they would then pitch to an expert panel of judges for a chance to win a number of prizes.
Fed Square has had its fair share of attention, both positive and negative and with the upcoming rebrand we worked consciously with all stakeholders to ensure that the event, and the run up to it, was considerate to everyone involved.
We worked hard to bring in industry partners and sponsors and to deliver the best results for both Fed Square and the Melbourne Knowledge Week team on the day.
We worked with the Fed Square team to refine a problem statement, build out a judging criteria and provide relevant information to the successful applicants as well as using our experience to help teams promote the event and maximise the relationships built from people involved in the day.
The problem we were to solve:
How can we ensure Fed Square remains one of Melbourne’s key cultural landmarks and iconic meeting places – a space where creativity, curiosity and inspiration collide?
Judges marked the ideas based on whether the solution was financially sustainable, bringing civic and cultural value, did it have brand alignment & did it cultivate engagement. You can read more about it on our blog here or Campaign Brief did a great write up of the event here.
Check out the video to see a snapshot of the day.