Tourism Australia
COME AND SAY G’DAY
Chapter 2
It’s the biggest brief you can get as an Aussie creative. Probably the most terrifying too. Sell Australia to the world.
For the second chapter of TA’s ‘Come and Say G’day’ campaign, we decided to focus on what our visitors bring home with them. A truly one of a kind souvenir that outlasts any other fridge magnet, t-shirt or knick-knack you might pick up elsewhere.
Their very own, cracker Australian story. One they’ll tell their mates back home, again and again and again…
Mark Molloy & Stefan Hunt/EXIT Films/Elliot Wheeler/ARC Edit/Massive Music
7 global markets / 14 BESPOKE FILMS /
5 LANGUAGES / 5 celebs / 2 global OOH Campaigns / 179m views /
0 emus harmed
Yeah, this was a beast. Because unlike previous years, TA didn’t just do one big blockbuster for the world. We also created bespoke edits for each key market (South Korea, China, USA, UK, Germany, Japan)
featuring their favourite experiences and a locally relevant celeb. About as global as a campaign can get. Here’s the US and China films…
OOH
Of course, we put big, beautiful Australian landscapes on billboards all over the world to invite everyone down under. But we also ran some slightly more personalised OOH that deserves its own page.
Domestic Launch
We kicked off the domestic launch with a full page press ad (a real one, not a mockup!) in all national papers…
