Late 2019 saw the debut of our second campaign with the Chapel Street Precinct, ‘#SoChapel’ — a smorgasbord of bite-sized caricatures created to entice people to Melbourne’s iconic strip. In 2020, with the taste of success still on our lips, writer/director Julian Lucas asked himself, how do we make #SoChapel II so good, too?
The campaign won the AMI award for Marketing Excellence – Content Marketing (VIC), a cherry-on-top of a collaboration we hope never comes to an end.
The answer was obvious — using the same fool-proof recipe. This new campaign sequel cuts through the tedium of monotonous destination-based advertising, embodying the true eclecticism of the Chapel Street precinct and showcasing the colourful array of experiences available.
Behind the series was a talent-packed crew carefully assembled to bring this comical juxtaposition between person and place to life once more. The humble hero of this recipe, however, was the supportive slew of Chapel Street businesses who provided backdrops to our quirky characters.
This second 8-part release is both a delicious sequel to its 2019 predecessor and a testament to the transparency and collaboration between Wildebeest and the Chapel Street Precinct team.
Writer/Director—Julian Lucas · Producer—Rosie Holden · Executive Producer—Josie Baynes · DoP— Joel Egan · Gaffer—James Thompson · H&MU—Kate Murphy · Editor—James Lee · Colour—Nick Hower · Storyboard Artist— Esther Rosenberg · Best Boy—Akash VijayaKumer · Client—Chapel Street Precinct
Talent—Ali Raza, Jase Buckley, Steph Johnson, Billy Howard, Sophie Nettlefold, Jack Wunsch, Josh Sanders, Eleanor Webster, Jeremy Carne, Stavros Fisher, Lou Forbes, Ayuko Nakamura, Bralen Chatfield, Lila Declase
Thanks— Bohdi Thai Massage, Laser Clinics Prahran, Palace Cinemas, Punk Carla, Hutong Dumplings, Sugarbabies, Grand Lafayette, Xtend Barre South Yarra