For two days, the University of Melbourne created a "pop-up" cafeteria in the middle of Melbourne's busy City Square. In a pavilion-style building the size of two shipping containers, the World-Changing Cafeteria brought the Made Possible by Melbourne campaign to the city's downtown. The public interacted with university researchers, and sampled biofortified rice pudding as well as bottled water from a water treatment process that turns any water into drinking water. Judges noted the significant market research that had been undertaken to determine the best place to reach the "esteem audience" (affluent, highly educated, inner city dwelling 25-55 year olds), as well as prospective students, staff, and the media. The cafeteria saw 10,000 visits during its two days. A nice added touch: Visitors could take a short tour by rickshaw to nearby installations of other campaign displays.
