The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Craft / Art Direction
Annual ID
OS23_BE097M
About the Work
Australia was one of the last countries to reopen to the world post COVID and needed to go big to reintroduce the world to our incredible country.
Traditionally Tourism Australia makes bespoke campaigns for single markets, but this time they wanted one big launch that could work anywhere in the world, cross any border and be adaptable to local customs, sensitivities and languages.
The objective was to create a massive PR uplift that would lead to consideration of Australia as a destination of choice for high value global travellers.
We created a short film with a single narrative purpose-built for any market in the world. At the heart of the film are two loveable animated characters, a Souvenir Kangaroo (Rose Byrne) and charismatic toy unicorn (Will Arnett), revoiced by local stars and personalities depending where the film launched. This allowed us to create a buzz and alter pieces of dialogue to fit with local cultural contexts.
The G’day story was pre-launched with a series of trailer teasers to drive anticipation, then launched globally on Oct 19, 2022 on YouTube. It continues to entertain via short film on social media, inflight entertainment, on-demand TV, broadcast TV and cinema buys, inviting new audiences to experience the warmest welcome in the world.
Traditionally Tourism Australia makes bespoke campaigns for single markets, but this time they wanted one big launch that could work anywhere in the world, cross any border and be adaptable to local customs, sensitivities and languages.
The objective was to create a massive PR uplift that would lead to consideration of Australia as a destination of choice for high value global travellers.
We created a short film with a single narrative purpose-built for any market in the world. At the heart of the film are two loveable animated characters, a Souvenir Kangaroo (Rose Byrne) and charismatic toy unicorn (Will Arnett), revoiced by local stars and personalities depending where the film launched. This allowed us to create a buzz and alter pieces of dialogue to fit with local cultural contexts.
The G’day story was pre-launched with a series of trailer teasers to drive anticipation, then launched globally on Oct 19, 2022 on YouTube. It continues to entertain via short film on social media, inflight entertainment, on-demand TV, broadcast TV and cinema buys, inviting new audiences to experience the warmest welcome in the world.
2023 Awards
Total Points: 3
Merit
Credits
Agency
M&C Saatchi / Sydney
Digital Agency
Digitas / Sydney
PR / Marketing Agency
POEM / Sydney
Production Company
Finch / Sydney
Music / Sound Production Company
Stare Crazy / Berlin
Post Production Company
M&C Saatchi / Warsaw
The Editors / Sydney
Media Distribution Company
UM / Sydney
Chief Creative Officer
Cam Blackley
Chief Marketing Officer
Susan Coghill
Creative Director
Cameron Bell
Chris Cheeseman
Rosita Rawnsley-Mason
Sam Dickson
Director of Photography
Matt Toll
Editor
Ryan Boucher
Executive Creative Director
Avish Gordhan
Mandie Van Der Merwe
Executive Producer
Loren Bradley
Group Creative Director
Andy Flemming
Producer
Vivienne Jaspers
Account Director
Blade Griffiths
Associate Creative Director
David Govier
Animation Director
Brian Estanislao
Chief strategy Officer
Emily Taylor
Client Services Director
Kura Tyerman-Mikhail
Composer, Producer
Amy Andersen
Jonathan Dreyfus
Editor Assistant
Harry Learoyd
Film director
Michael Gracey
General Manager, Brand, Campaign & Media
Sarah Gallon
Global Executive, Brand & Marketing
Thomas Mcmanus
Global Manager, Brand & Marketing
Samantha Heckendorf
Group Account Director
Nikki Chapman
Group Strategy Director
Vanessa Graham
Head of Advocacy & Production
Minta Burn
Head of Broadcast
Loren August
Head of Resource Management
Jo Giles
Managing director
Michael McEwan
Corey Esse
Phillipa Harrison
Managing Partner
Vanessa Boueyres
Second Unit Director
Christopher Nelius
Senior TV Producer
Christina Wilmot
Social
Apparent / Sydney
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