VML Launches Melbourne's New Metro Tunnel

The Victorian Infrastructure Delivery Authority (VIDA) has unveiled 'More Ways to Move', a landmark campaign created in partnership with VML to mark the highly anticipated opening of the new metro tunnel -- Melbourne’s largest public transport expansion since the city loop.

The metro tunnel, featuring twin nine-kilometre tunnels and five new underground stations, stands as a testament to years of visionary engineering and investment in Melbourne’s future.

While the journey to completion has showcased the city’s ambition and resilience, VIDA saw an opportunity to build on this momentum -- transforming the narrative from one of progress behind the scenes to a moment of collective excitement, pride, and optimism for what’s next in Melbourne’s transport story.

The creative idea is anchored in a powerful insight: the metro tunnel is not only a remarkable engineering achievement, but also a gateway that opens up new possibilities for every Victorian, better connecting them to jobs, healthcare, and education.

Years of innovation and construction have delivered more than just world-class infrastructure -- they’ve created more travel choices, and greater access to everything Melbourne has to offer which requires key behaviour change communication.

Bringing this insight to life, VIDA and VML developed a campaign that spans multiple channels, each designed to showcase the tunnel’s impact on everyday life. A hero TVC captures how the metro tunnel empowers Melburnians to do more of what matters -- whether it’s the daily commute, a night at the theatre, or a long-overdue catch-up with friends.

The campaign extends across TV, outdoor, digital, social, and radio, culminating in a striking 3D OOH installation at Emporium Melbourne that transforms the tunnel’s opening into a true citywide celebration.

Amy McBride, campaign director, VIDA, said, “We knew the metro tunnel deserved more than an operational announcement -- it deserved a moment that belonged to every Victorian. ‘More Ways to Move’ is about educating people about new journeys and celebrating what this project truly means for our city -- more travel choices, more connections, and more reasons to be proud of Melbourne’s future.”

Richard Williams, group executive creative director, VML Melbourne and Sydney, added, “Our ambition was to humanise the story of the metro tunnel and create a campaign that people could feel, not just see.

"By focusing on the everyday moments and possibilities the tunnel unlocks, we’ve turned a major infrastructure milestone into a citywide celebration. This is Melbourne’s moment, and we’re proud to help bring it to life.”