Sydney Airport
SYD Millionaire Campaign
Agency / Dashing Group
/ Creative Strategy
/ Campaign & Experience Design
/ Print, AR & Digital Art Direction
Challenge
Shifting traveller perception of Sydney Airport from a functional transit gateway into an exciting retail destination to boost average retail spend.
Delivery
/Creative Strategy
I led stakeholder workshops that revealed the primary barrier to spend was passenger autopilot, not the retail mix. To disrupt this passive state, I tapped into escapism and interactive play, transforming mundane transit time into active aspirational engagement.
/Campaign & Experience Design
I designed the SYD Millionaire campaign identity, fusing luxury travel aspirations with engaging game show mechanics. To physically stop foot traffic, I created theatrical activations, including the rotating SYD Carousel, giant gold bullion stacks and gold luggage trolleys.
/ Print, AR & Digital Art Direction
I directed the entire campaign identity, messaging, physical display and AR / digital roll-out, taking the project from initial concept to the final in-terminal activation.
By snapping travellers out of their autopilot mode, my strategic, creative approach transformed a functional ‘waiting room’ into an exciting retail destination.
I replaced static campaign advertising with an interactive augmented reality game linked directly to a retail spend threshold.
This provided a powerful psychological thrill that successfully monetised terminal dwell time and converted passive foot traffic into active shoppers.
Impact
