Australia’s biggest office supplies store were launching a 3D printing centre in the heart of Melbourne. Instead of creating traditional ads, we pooled the budget to create MiniMelbourne — a miniature exhibition of 3D-printed local heroes. We didn’t seek out A-listers, we got the true Melburnians; the famous buskers and baristas, the street artists and street sleepers who helped make Melbourne, Melbourne.

By leveraging the public profiles of each personality, the 3D printing centre became a national news story.