Role: Art direction, design, illustration
Congestion is an issue that the most major cities face. In Melbourne, it's a source of rage and frustration to thousands of commuters, however the majority of people feel powerless to do anything about it. Unlock the Grid is a campaign for Vic Roads which aimed to battle Melbourne's congestion by changing commuter's behaviour and turning their daily commute into a game.
Working with traffic engineers at Vic Roads, we developed an algorithm which would calculate a live Congestion Score for the city. This algorithm was also implemented into a quiz which would determine an individual's congestion score based on their travel habits. Once a user had calculated their score they were empowered with a set of tools to help lower their score, and also presented with a series of challenges which would help them unlock achievements whilst also whittling down their score. Users were also encouraged to challenge their friends to calculate and lower their congestion scores in an effort to reduce the city's overall score.
Ultimately the campaign proved successful, in it's 4 week lifespan 750,000 people calculated their congestion score, with people returning an average of 3 times to update and recalculate their Congestion Score which lead to Melbourne's overall Congestion Score decreasing by 38%.
The campaign went on to win a Gold IAB Mixx award in New York for Best Branded Utility, and also an AIMIA Award for best Government/Non-Profit Website.
This project was completed whilst working at Isobar Australia.
