08/10/2026
A big message for a big change.
110+ billboards across Victoria. The Tullamarine Freeway. Opposite Flinders Street Station and Federation Square. And at the gateway to Melbourne Airport, the ‘Queen Victoria’, one of the largest airport billboards in the Southern Hemisphere and the length of a Boeing 737-800.
From strategy and creative through to film, photography, TV, radio, outdoor, digital and social, the campaign reached millions of Victorians, helping get them ready for a new way to pick up and drop off.
More room for hellos and goodbyes.
For the first time in 56 years, Melbourne Airport is changing the way we pick up and drop off. It’s a significant change to a familiar journey, and one that needs passengers, families and friends to understand not just where to go, but what the new experience means for them.
Working closely with the Melbourne Airport team, we developed an integrated campaign to make the change simple, human and easy to understand, introducing the new Pick Up & Drop Off experience while focusing on the benefit at its heart: more space, less stress and more room for the moments that matter.
From Tuesday, 6 October, passengers flying internationally or with Qantas or Virgin domestically will use the new free Pick Up and Drop Off zones in the T123 Transport Hub. Picking up or dropping off? Take Exit 19 from the Tullamarine Freeway and follow Naarm Way for direct access to Terminals 1, 2 and 3.
A huge thank you to the Melbourne Airport team for trusting us with this one, and to the brilliant team who brought it to life.
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Learn more: melbourneairport.com.au/pick-up-and-drop-off-hub
Melbourne Airport Official
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Client: Melbourne Airport Official
Agency: Seesaw Studio
Photographer: Lachlan Moore
Media: Nunn Media
Talent: jimmyrees