Meetings and Events Australia: Break Conventions - Rewrite

Every year MEA (Meetings and Events Australia) hosts a convention for convention organisers - kind of like a SXSW for convention geeks.Instead of simply creating a name and a logo for their 2016 event, Ogilvy, Melbourne created an all-encompassing theme that was inspired by the host city’s reputation for the unconventional as well as world-famous street art.Working with local street artists, we subverted long-held convention traditions and mindsets, which then became MEA 2016's advertising and collateral.