Protecting brand Australia during a global pandemic.

Creative platform | Digital & social campaign | Connections Planning | Production

At a time where people were craving travel experiences, but physically couldn’t, we wanted to create the next best thing.

With the pandemic forcing the closure of the Australian border to all international tourists in 2020, this immersive film project used innovative 8D audio technology to transport viewers from around the world in lockdown and into the heart of some of Australia’s most breathtaking destinations to keep them dreaming of their next Australian holiday.

Borrowing from the trend of ASMR video, the user experience was themed by colour and enhanced by audio to evoke a range of feelings and emotions whilst showcasing Australia’s visual diversity, providing inspiration for future holiday makers and helping brand Australia maintain relevance and desirability to international travellers.

Put your headphones on and enjoy the experience of ‘Australia in 8D’.

The campaign reached +220M people across 15 global markets with 109M full length video views delivering +3.6M clicks into Australia.com (176% increase YOY). Critically, Australia also improved in terms of global demand (source CDP Feb 2021) with consideration and intention metrics both improving relative to competitors.

Case Study Film

GREEN: A MOMENT OF RELAXATION

WHITE: A MOMENT OF PEACE

BLACK: A MOMENT OF INSPIRATION

RED: A MOMENT OF ADVENTURE

MAGENTA: A MOMENT OF FREEDOM

BLUE: A MOMENT OF JOY

Campaign Imagery

Executed as Fit-for-Platform & Channel