ABOUT

BACKGROUND/BRIEF: Australia was one of the last countries to reopen to the world post COVID and needed to go big to remind the world of our incredibly unique, diverse country and iconic laid-back personality.

Our brief was to reintroduce the world to our warm Aussie welcome. Traditionally, Tourism Australia makes bespoke campaigns for a single market but this time they wanted one big launch that could work in any market 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 the destination of choice for high value travellers globally.

CRAFT & EXECUTION: G’Day was a hugely ambitious undertaking – a global animated short film to entertain markets as culturally diverse as Europe, USA, China and beyond. To embody the warm Australian spirit, we recruited Australian star Rose Byrne. And Hollywood celebrity Will Arnett brought comic genius to drive impact. Animated lead characters were chosen so the film could be easily translated into 15 languages, using local talent to ensure each iteration had maximum impact and cultural relevance.

From conception to launch, the project was over two years in the making, with a dozen writers, 200+ designers, animators and post production experts bringing their expertise. In sound alone, over 100 musicians, international composers, multiple choirs, orchestras, and legendary Indigenous artists helped bring the Australian story to life in a way the world had never before seen or heard.

The result was a truly global achievement, and a uniquely Australian welcome to the world.

RESULTS: The campaign has achieved unparalleled global success, with over 650 million campaign views and counting. Translated into multiple languages for all global markets, the campaign has gained over $193 million in earned media so far and 90.61 organic social media impressions.

This has resulted in considerable increase in favourable consumer behaviour with an increase in search volume for flights to Australia, compared to 2019, and an increase in intention to visit. And creatively, it has so far been recognised at the prestigious LA International Film Festival, as Winner of Best Short Animation.