“More Ways to Move”: VIDA unveils new campaign to mark opening of the new Metro Tunnel via VML
The Victorian Infrastructure Delivery Authority (VIDA) has unveiled “More Ways to Move”, a landmark campaign created in partnership with VML, to mark the highly anticipated opening of the new Metro Tunnel – Melbourne’s largest public transport expansion since the City Loop.
The Metro Tunnel, featuring twin 9-kilometre tunnels and five new underground stations, stands as a testament to years of visionary engineering and investment in Melbourne’s future. While the journey to completion has showcased the city’s ambition and resilience, VIDA saw an opportunity to build on this momentum – transforming the narrative from one of progress behind the scenes to a moment of collective excitement, pride, and optimism for Melbourne’s transport story.
The creative idea is anchored in a powerful insight: the Metro Tunnel is not only a remarkable engineering achievement but also a gateway that opens up new possibilities for every Victorian, better connecting them to jobs, healthcare, and education. Years of innovation and construction have delivered more than just world-class infrastructure—they’ve created more travel choices and greater access to everything Melbourne has to offer, supported by key behaviour-change communication.
Bringing this insight to life, VIDA and VML developed a campaign spanning multiple channels, each designed to showcase the tunnel’s impact on everyday life.
A hero TVC captures how the Metro Tunnel empowers Melbournians to do more of what matters—whether it’s the daily commute, a night at the theatre, or a long-overdue catch-up with friends. The campaign extends across TV, outdoor, digital, social, and radio, culminating in a striking 3D OOH installation at Emporium Melbourne that transforms the tunnel’s opening into a true citywide celebration.
Says Amy McBride, Campaign Director at VIDA: “We knew the Metro Tunnel deserved more than an operational announcement—it deserved a moment that belonged to every Victorian. ‘More Ways to Move’ is about educating people about new journeys and celebrating what this project truly means for our city—more travel choices, more connections, and more reasons to be proud of Melbourne’s future.”
Says Richard Williams, Group Executive Creative Director, Melbourne & Sydney: “Our ambition was to humanise the story of the Metro Tunnel and create a campaign that people could feel, not just see. By focusing on the everyday moments and possibilities the tunnel unlocks, we’ve turned a major infrastructure milestone into a citywide celebration. This is Melbourne’s moment, and we’re proud to help bring it to life!”
PLAY THE RADIO SPOT:
Client: Victorian Infrastructure Delivery Authority (VIDA)
Jen Kaye, Executive Director, Strategic Communications and Engagement
Amy McBride, Campaign Director
Alex Mitchell, Marketing Manager – Creative Production
Erin Saunders, Senior Marketing Manager
Jaclyn Lombardo, Marketing Manager – Operations
Tamarin Morley, Brand & Design Manager
David Budd, Senior Brand Designer
Agency: VML
Richard Williams, Group Executive Creative Director
Robyn Bergmann, Creative Director
Adriana Agustin-Radelja & Isabel Evans, Copywriters
Sarah Fumo & Amanda Chen, Art Directors
Sarah Bailey, Managing Director
Gwen Loh, Account Director
Luisa Peters, Senior Producer
James Ayling, Designer & Senior Finished Artist
Aleksander Janev, Lead Motion Art Director
Production Company: FINCH
Stephen Carroll, Director
Corey Esse, Executive Producer
Kate Menzies, Producer
Sophie Johnston, Production Manager
Jeremy Rousse, DOP
Jo Scott, Editor
Post Production: ARC
Music & Sound: Bang Bang
Casting: Studio P
Media Agency: OMD
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