Agency (& City): Leo Burnett Sydney
Copywriter(s): Kieran Ots, Ayla Norris-Smith
Art Director(s): Zaid Al-Asady, Kieran Ots
Creative Director(s): Kieran Ots
Production Company (& City): Millipede/Melbourne
Agency Producer(s): Adrian Gunadi
Graphic Design: David Mugford, Mark White
Chief Creative Officer: Andy DiLallo
Technical Director: Kevin Brown
Animators: David Guica, Toby Pederson, Keong Seet
We took the Census data from every one of Australia’s more than 2,500 postcodes, and turned it into a game.
Run That Town puts players in charge of their actual town, and tasks them with making decisions to keep their local population happy. The gameplay is unique in that it’s built on the real Census data of each postcode, putting that content in a relevant context for the player.
The gameplay models the opinions and responses of the local citizens on actual Census data. This means players can use this information to make better informed and more popular decisions.
By personalising the player’s experience with customised content and the real data from their own local area, Run That Town puts them in a scenario where the numbers are actually useful to them. It reveals interesting and surprising details about their own neighbourhood. And most of all, it turns dry, inaccessible numbers into something that feels useful, valuable and relevant to the player.