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Melbourne Skydeck has launched its new brand platform, “Melbourne Upside Out,” highlighting the observation deck as the ultimate way to experience the city from nearly 300 metres above the ground. The platform reframes Skydeck not just as a viewpoint, but as a place where Melbourne’s sport, culture, events, and daily life can be appreciated all at once. Featuring immersive experiences like The Edge, Bar 88, and a VR Theatre, the campaign uses playful, inverted visuals of the city to capture the thrill of seeing Melbourne from above, bringing the city to life for both locals and tourists across print, digital, social, and out-of-home channels.Teams spotlight
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