We’re so excited to be visiting Australia in February as part of a trade mission organised by Welsh Government.
It means that 2024 is the year we bring our Comms Creatives Academy to Australian comms professionals who want to unboring their comms.
To get us in the mood we’ve compiled a list of some of our absolute FAVE creative communications campaigns from Down Under.
Which is your favourite on the list?
Best Job in the World
The 2009 multi award-winning ‘best job in the world’ campaign for Tourism Queensland encouraged people to apply for a caretaker position on a beautiful Queensland island.
The campaign attracted 34,000 applications for the role following a blitz of worldwide publicity.
But more importantly, the campaign delivered ultimate objective of promoting the Great Barrier Reef as a global tourism destination.
It proves that it’s possible for campaigns to be monumentally viral, whilst still having a clear and measurable objective at their heart.
CoastSnap
We know many Aussies have a really close relationship with the ocean. Combining that with people’s smart phone obsession has created CoastSnap- a citizen science project designed to capture the country’s changing coastlines.
The University of New South Wales Sydney project has proved so popular it’s been adopted in other places across the world- including Hull, Yorkshire!
What we love most is the simplicity of concept – creative communications is rarely complicated.
Turangi Fire Brigade TikTok
Ok, so we’ve sailed across the Tasman Sea to New Zealand for this one- but Turangi Fire Brigade’s approach to TikTok is perfect.
Fun, engaging, shareable- but with a sprinkling of education and fire safety in there for good measure.
It’s no accident that this video alone has clocked up more than 5 million views and won them a stack of followers.
https://www.tiktok.com/@turangifire/video/7280007585145572615
Bushfire heroes
How do you recognise your employees for a job well done? A quick email? Or a message from the Chief Exec?
Well how about projecting them onto one of the most iconic buildings in the world.
That’s exactly what happened when images of firefighters who’d been tackling devastating bushfires were projected onto the side of Sydney Opera House back in 2020.
Never be afraid to think big in your communication.
Australian Lamb
If there’s one thing Wales and Australia are known for beyond rugby, it’s lamb!
The Australian Lamb campaign tapped into growing political division, by using light-hearted murals of state leaders uniting over cutlets of lamb.
Completely and utterly bonkers – which is why we love it!
Being brave and trying new approaches is what we’re all about.
Dumb Ways To Die
Dumb Ways To Die claims to be the most shared public service campaign in history.
And we can see why!
The public information campaign was developed by Metro Trains in Melbourne back in 2012 to promote safety on the railways.
It combines gamification, humour and a super-catchy song – proving that serious doesn’t have to mean sombre.
The campaign contributed to a 20% reduction in near miss accidents on the railways.
https://www.youtube.com/watch?v=IJNR2EpS0jw
While we’re in Australia, if you fancy a coffee and chat about how we do creative communication in the UK, just drop Hel a line at helen@commscreatives.com or over on Linkedin.
