Image of Pierce Brothers playing in train

PTV activates ‘Melbourne’s Longest Ever Encore’ via Y&R Melbourne

04 April 2018

Popular Melbourne band Pierce Brothers have performed ‘Melbourne’s Longest Ever Encore’, playing all over the city until 4:30 AM. To demonstrate how all-night public transport on weekends can connect you to locations across Melbourne until the early hours, the band caught the Night Network from venue to venue.

The encore kicked off with a sold-out show at Sooki Lounge before heading to some of Melbourne’s most iconic music destinations, with a few special performances on trams and trains along the way. 


Y&R Melbourne created the activation as part of PTV’s ongoing ‘Explore the Night’ campaign, and filmed the event to create content that will appear across social media.

Philip Askew, General Manager, Marketing and Digital, PTV, says: “It’s great to be able to build on the ‘Explore the Night’ campaign and showcase how fun, safe and easy it is to get around Melbourne on the Night Network.”

James Wills, Creative Director, Y&R Melbourne, says: “Melbourne is the home of live music in Australia and it’s the city that comes alive after midnight. ‘Melbourne’s Longest Ever Encore’ brought all of that together, and it was all possible thanks to the Night Network.”

Client: PTV
General Manager, Marketing and Digital: Philip Askew
Marketing Manager, Products: Jess Wickham
Marketing Coordinator, Products: Laura Barbante

Creative Agency: Y&R Melbourne
Chief Creative Officer: Paul Nagy
Executive Creative Director: Jake Barrow
Creative Director: James Wills
Executive Producer: Sheridan Wadelton
Producer: Jules Callan
Production Coordinator: Annie Thiele
Group Account Director: Matthew Hunt
Account Executive: Thom Wilson
Editor: Jon Holmes

Mushroom Group:
Head of Government and Education: Adam Jankie
Project Director: Megan Tudor
Project Manager: Rebecca Schaefer

Lemon Tree Music:
Artist Management: David Morgan
Artist Management: Regan Lethbridge
Artist: Patrick Pierce 
Artist: Jack Pierce