Here We Grow was a creative marketing campaign, activated by The Projection Room for the Bridge Road Traders Association.
Much like many other main streets across Australia, Bridge Road Main Street is experiencing a period of intense change and transition. New developments are going up, traders are moving on, and innovations such as online shopping are changing the way people experience and enjoy Bridge Road.
While change, in any form, inevitably comes with its fare share of challenges, it also creates exciting opportunities for growth. Here We Grow was a project designed to highlight and capitalise on these opportunities.
The marketing campaign was further strengthened by the activation of several pop up shops, creative art works and community events . We worked with Pop Union and Policy Booth to curate these activations, which included: a pop up cinema, a pop up giant chess board, a pop up park, a pop up community consultation, and several pop up shops.
Crucially, these pop ups and activations were designed not only to fill vacant spaces, but to attract new energy and visitors to the street, and re-establish Bridge Road as a Melbourne ‘destination’.
This project will be continuing in 2014 – watch this space, and the hashtag #herewegrow