Metro Tunnel / Lunar New Year Festival / 2025
Helping communities learn about the project through culturally led design
Overview
A one-day pop-up activation at the Springvale Lunar New Year Festival was delivered to engage local Chinese and Vietnamese communities and build understanding of the project. Culturally relevant visuals and festive giveaways created a welcoming presence, attracting over 3,000 visitors and generating nearly 1,000 meaningful engagements at a highly efficient cost per impression.
My role
I designed the branded materials and visual concept, drawing on the Lunar New Year snake and aligning its form with the tunnel to create a bold, colourful graphic. Items such as headbands and gold-foil red pockets drove strong engagement, with overwhelmingly positive community feedback.
1.5k headbands given away
3k visitors to stall
100% positive feedback on project
Activation ROI cost – $0.16 per impression
989 meaningful conversations about Metro Tunnel
1.5k headbands given away 3k visitors to stall 100% positive feedback on project Activation ROI cost – $0.16 per impression 989 meaningful conversations about Metro Tunnel
Festive headbands turned visitors into brand ambassadors
Gold-foiled red envelopes became a popular giveaway
Mayor of Greater Dandenong, Jim Memeti poses for a photo
The snake form mirrored the train alignment
Kids colouring in sheets
Feeling inspired?
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Season Review
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110 Queen Street
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