The ‘Use the Stairs’ campaign is aimed to encourage more employees in the 33 Alfred St, Sydney building to use the stairs for interfloor travel. Two concepts were developed to run simultaneously on different floors with the ‘Great Journeys’ concept complimenting AMP’s (the building’s main tenant) business ideology with the use of aspirational imagery and motivational language. The second concept takes a humorous approach using animal characterisations of lift / stair use culture.

Lift door vinyls were also created to give additional health related facts about the benefits of using the stairs over the elevators.