The psychology behind Melbourne Star’s Rise Above ad

The ad in one paragraph

The film is a reintroduction, not a travelogue. It gives Melbourne Star a moment of scale and calm, using the wheel’s slow movement and the city around it to sell one idea: rise above. It is aimed at two audiences—Melburnians who had already formed an opinion during the years of closures, and first-time visitors who need a reason to step aboard. The tagline, “Rise Above,” carries the whole idea.

The levers it pulls

The first lever is reframing. The wheel cannot undo its history, so the film changes what the history means. “Rise Above” turns a ride into a shift in perspective—the physical act of going up becomes a mental act of moving past the noise.

The second is awe. Height, open sky and a city spread out below create a mild sense of scale. Awe makes people feel smaller but more connected, and it lowers the instinct to argue with a message. The film doesn’t ask viewers to ignore the past; it gives them a bigger frame.

“Melbourne Star already had a story in people’s minds. We couldn’t simply put a new logo on it and expect that story to disappear.” — Lach Ryan, Head of Brand and Creative, 3Scoops

The third is perceptual contrast. By moving between the grounded city and the elevated cabin, the film makes the view feel like an upgrade: same skyline, different headspace.

What it does for the brand

The campaign gives Melbourne Star a way to acknowledge its past without being trapped by it. For the new owners, the brand becomes a story about the city’s comeback and a reset with locals. For visitors, it promises time out, perspective and a reason to rediscover Melbourne. Jane Jones of Skyline Attractions frames it as “a new relationship with the city” rather than a reopening announcement. That shift is the brand work.

What to borrow for your next campaign

Start with reputational reality, not visual identity.

• Name the existing story before you try to replace it. “Rise Above” only works because it admits the brand had something to rise above.
• Find a product truth that doubles as a psychological benefit. The wheel’s height is the brand’s point of view.
• Build a flexible phrase system. “Rise and Shine” lets one idea flex across dayparts without diluting the core line.

Work the phrase hard in design and voice. Melbourne Star’s marque and sky palette don’t just decorate “Rise Above”; they make it visible across out-of-home, social and merchandise.

Watch the original: Melbourne Star on YouTube

Source: Campaign Brief