Page 81 - Adnews Nov-Dec 2022

TOURISM TASMANIA - AUSTRALIANS ‘ON’ TO THE OFF SEASON
Creative Agency One Green Bean
WH: I love the idea of a partnership between these two brands, plus I’m a huge fan of the 'Come Down For Air' positioning. I just think
the output could have been more spectacular and headline grabbing. Why is the jacket made specifically for Tassie? I would love to have seen some tech or other elements incorporated to make this ground- breaking.
SL: Tourism Tasmania's campaign sits in my ‘wish I’d done it’ bucket,
so I was looking forward to this
one. Upon watching it, I was a little disappointed to discover it was a film for the collaboration between PE Nation and Virgin to get people to travel down for the winter. Unfortunately, it lacks the strength of idea and execution of the other campaigns as it’s off a different brief.
Still, it’s a simple and smart way to promote winter in Tassie. I’m sure the jacket will be a hit.
SC: This playful partnership feels like a natural fit for the brand and continues to show how
Tasmania’s positioning itself as
a culturally relevant and offbeat winter destination. Featuring
the founders of P.E. Nation, the fast-paced montage edit should appeal to a younger fashion forward demographic.
CD: I’m a massive fan. ‘Come Down for Air’ is a masterstroke, but this execution feels a little out of step. The friendly scripts and slowed down Tassie landscapes have gone missing. The hectic track and edit feels a little too ‘bustling city’.
TOURISM AUSTRALIA - ‘COME AND SAY G’DAY’
Creative agency - M&C Saatchi
WH: The craft behind this new Tourism Australia ‘recruitment campaign’, in particular the animation and CG, is exceptional. It’s hard making something that appeals to the world’s masses, but
I can see kids being enthralled by Ruby. Could the campaign have had a bit more of an idea and some of that famous Aussie wit and edge like some of the iconic Australia tourism campaigns of the past? Possibly.
SL: Probably the highest degree of difficulty of all tourism campaigns, there’s always a lot of commentary when the latest TA campaign breaks. This one was certainly no exception. So, trying to put aside
what I’d heard, I watched the 60 second spot completely cold. Whilst it was beautifully shot, it seemed to be trying to do a lot, and I felt like I wanted to be introduced to who these characters are. So, I sat back and watched the 9-minute version, and really enjoyed it. The story around the characters and their journey adds so much (the benefit of another 8 mins!) to create a genuinely entertaining and memorable way to tick off all those destinations, and that is sure to resonate with all audiences. Rose and Will are well cast and thanks to the lovely writing and witty dialogue, you can’t help but smile throughout.
SC: The 9-minute short film gives off cinematic Toy Story vibes with the animation world class and the comedic timing on point, even if some scenes do feel a little staged. The musical score elevates the sweeping landscapes and while the shorter edits lack some of the same charm, they’ll work well in the overseas markets.
CD: Casting bullseye on this one. Rose Byrne is a real coup for brand Australia. A global market will eat this up. Following these characters on adventures around this amazing country has legs – it’ll hop far.
www.adnews.com.au | November-December2022 81