Melbourne is not a city with huge landmarks; rather, its made up of fun smaller experiences that require more on-the-ground exploration.
We created a real-time web experience that allowed potential visitors from all over the world to experience Melbourne's depths.
Overall, 150 million people from 158 countries visited Melbourne in 5 days.
Through Twitter and Facebook, users could decide what they wanted to do, all through the eyes of "remote control tourists" on the ground. That way, people got to visit Melbourne before they actually visited.
Directed by Jason Zada