Only in This City of Ours

Suburban shopping centres have stepped it up — with fine dining, hotel stays, even art exhibitions — quickly making them go-to leisure destinations. So when we were tasked with rekindling Melbourne’s love for the city, we found the one thing the suburbs could never bottle…

The one thing you’ll find, Only in This City of Ours:

It’s the vibe of the thing your Honour.

And unlike Mr. Denuto, we came armed with witnesses. We turned to iconic Melbourne voices to help define that hard-to-describe feeling. Each offering a fresh, authentic take on the Melbourne experience. Proof that the city reveals itself differently to everyone.

This sense of layered energy flowed into everything we made – including ‘city canvases’ - hundreds of textures found and hand-scanned around the city. A campaign for the city, made from the city.

To keep the content beast fed, we also launched One & Only — a series powered by the City of Melbourne’s Only in the City platform. Well-known locals shared their must-do, must-see, can’t-live-without Melbourne experiences. This wasn’t just another top-10 list — it was a collection of real, unscripted moments of love and loyalty for the city, told through the eyes of those who live it. Here’s the fav.