South Australian Tourism Commission launches ‘Adelaide, Breathe’ campaign via KWP! Adelaide
The third but no means final installment of the ads by KWP! for South Australian Tourism Commission (SATC) launches today. Following on from the highly successful Kangaroo Island, Let Yourself Go and Barossa, Be Consumed campaigns comes Adelaide, Breathe.
All three have been the result of a partnership between the South Australian Tourism Commission, KWP! Advertising and Moth Projects. In particular director Jeffrey Darling and KWP! creative director James Rickard.
When embarking on the third ad in the series, the group were very conscious of the fact other advertisers, particularly but not exclusively in the tourism category were not only taking note, but also beginning to emulate what they had done. It became imperative to step things up again and the team has done so with Adelaide, Breathe.
“What I was interested in is how we could create a new language and a new ground swell instead of resting on our laurels. This is where the success of the previous pieces has come from: to dictate the game, not be a follower – even if it is the swell we created.” says Darling. “Above all I wanted the piece to be entertaining. An appreciation of entertainment and art seems to sit at the very core of Adelaide’s soul.”
Adds Rickard: “Like many cities, Adelaide is a multilayered proposition, but what sets it apart from others is its creativity, youthful entrepreneurialism and freedom that are attributes of its DNA as a freely settled colony. It is the combination of space and pace that enhances that sense of liberty.”
The spot, featuring singer Emma Louise and her astronaut alter ego discovering and exploring the city and its close regions, is set to her cover version of the INXS classic, Never Tear Us Apart. The track was produced by record producer, composer and engineer Nick Launay and Midnight Oil’s Jim Moginie.
To date the campaigns have achieved record results, along with a number of awards including the Grand Prix at Cannes Corporate Television & Media Awards, and for Cinematography at LIA Awards.
Agency: KWP! Advertising
Creative Director/Writer: James Rickard
Art Director: Michael Gagliardi
Agency Producer: Di Willson
Account Manager: Tristan Glover
Production Company: Moth Projects
Director: Jeffrey Darling
Executive Producer: Sarah Blair
Producer: Kate Sawyer
Editor: Adam Wills
Post Production: Kojo
Compositing & Colour Grading: Marty Pepper
Music: Never Tear Us Apart, INXS
Performer: Emma Louise
Producer: Nick Launay
35 Comments
Stunning work again Jeff.
So sad. The first two invited people in and encouraged them to think differently about the place. This is artists wank and alienates people. I hate it when advertising wankers show their true colours. Shame on you client for not being stronger to stop this trollop. This was one of my favourite campaigns ever (seriously) before this one (which i couldn’t get to the end of as boredom and annoyance crept in.
Wow. Standout. Bloody amazing.
Love the pictures and the whole abstract weirdness of it all. Fabulous. Had know idea what it meant, but it was great to watch.
But did it say Adelaide ? or did it say self indulgent arty farty crap that looked like it could of been shot anywhere but Adelaide ? I didn’t see anything in there at all that resembled my home town. Actually made me want to visit Melbourne, being the art capital of Australia.
Sometimes Jeff , I think your from another planet. Still I love your work.
Intolerably dull and unoriginal. For all the layers the brief portends the Ad is simplistic and only pretends to have something to say. Visually pretty, but the boredom overtakes after about 15 secs because at 10 secs one realises this is going to be a pretentious self indulgent ride. On this it delivers. I couldn’t be less inspired to go to Adelaide. As a Sydney-sider now living in the festival state, it makes me want to catch the next plane out.
rare and beautiful imagery – congrats
So incredibly boring and tedious.What a phenomenal waste of money!
Well done for the creative agency and those involved in production. The ad is truly creative and alive with crisp emotive flair.
First thoughts…. the astronaut theme really has suggestive undertones, provoking ideas beyond the earth which is important for our state’s innovation status and global outlook. This is a positive aspect.
Does it make a lot of practical sense? probalby not. Does it need to? undecided.
Overall I think sets a very good benchmark for any future SA promotion. From now on everything SA produces should be on par with this Ad or better.
Cheers SA
Tough room. I really like it. Well done.
Christafella, I re-read the comments and you do have a point – there is an element of having a ‘pretend’ message.
In all honesty I think the best way to create a vibrant image is for the people of SA to always be doing Vibrant and innovative things. You can’t fake a brand anymore… its not the 80s… it’s a nice story but…
Not sure it’s boring, but there is definitely a shell of ambiguity created by the ad, which will surely shatter when touched or pressed on (figuratively speaking).
This ad should be part of a larger campaign – but there is nothing else I have seen that matches up with the ad… Is SA establishing a new dancing astronaugt program?
Not meaning to be critical but I think these are valid points. Well done on the creativity but what about the bigger picture?
Cheers
I absolutely loved the Barossa one, just saw it again on the weekend at the movies – earthy, food looks delicious and loved how it was shot and the track – The track is what makes this ad shine.
This one is a just dull, boring and self indulgent. Not one iconic places in Adelaide shown – so could be shot anywhere – perhaps that’s the idea. I just don’t know how the spaceman fits in.
I go to Adelaide regularly and I’m sorry this does not say rAdelaide!!
Personally I think its great that SA had the balls to go out on a limb and create something refreshingly different.
South Australia is a diverse state where the old meets the new. Technology mixes with tradition. The state has changed a lot recently both in its culture and architecture with some truly inspiring buildings and a youth that sees a bright future.
Does it compete with Sydney or Melbourne? No, and why would it want to. Each state is a place of its own, offering something different and I hope it stays that way.
Its fantastic to see the underdog competing with the big boys and creating an uproar. Something different from the last campaigns but this is another side of Adelaide; the future not the past.
Indecipherable, pretentious twaddle.
Dear Adelaide,
Stop trying to be me. You’re not me and you never will be me.
Yours sincerely,
Melbourne
I’m not sure how this ad is this supposed to inspire me to go to Adelaide? Except for the two church spires there’s not anything else there that I recognise from my one trip there many many years ago. And this ad is def not going to get me to go back.
I’m not saying that it’s not a creative execution and beautifully shot – but it’s a tourism ad, supposedly designed to encourage me to put a city at the base of our country on my Bucket List… to spend my precious time and money to go and visit. I really am clueless how most every Australian tourism ad misses the mark.
I’ve just come back from a two week holiday in South Africa and when we were on the Qantas flight home they played the tourism ad for South Africa. As I watched I ticked off nearly every scene in my head, saying “yep I did that, saw that, yep I did that too.”
Why doesn’t someone ask the internationals departing Australia what their top 5 experiences were in this country, or the interstaters what they loved about Adelaide, and put those things in their tourism ad. It may not appeal to the awards show – but it might inspire people to visit our destinations. Put another shrimp on the barbie!
Why so grim?
Makes Snowtown look like a comedy.
I just don”t get it.
I really just don’t fucking get it!
Is there a space centre in Adelaide?
Outrageously brilliant.
Craft.
A woven-in story and theme.
Enough difference and intrigue to make you want to travel.
Ad of the Year so far…
Congrats KWP.
Adelaide just lifted the bar.
Again.
LOLz Greg ^
ps good art direction Gags
Mr Plough
I bet the next installment will have body popping or break dancing in it.
I feel sorry for the people who come to visit and realize adelaide is a simpletons place and nothing like this shit ad. Can’t remember if I saw anything other than sky in this ad. I guess there’s f*** all else to see there.
I fell in love with the Barossa ad. It romanced me and drew me in with a visual feast of what the Barossa has to offer. The idea and the execution worked hand in glove. It was magical.
This time, I can’t see the offering. I love the pictures, and yes, it’s different, but is that enough? Does it draw me in and show me what Adelaide has to offer? Not really. And as an ex Adelaide man, that feels like style has overshadowed substance. Adelaide has a lot to offer, but I don’t feel I saw it here. The only time I see people (the target audience) actually having fun, is at the end when they are enjoying the singer’s performance.
That said, congrats on pushing the boundaries, pity it was in the wrong direction
@Hahaha! cracks same weak joke on Campaign Brief and Mumbrella under different pseudonyms. Smooth….
Keith – just because something makes no sense doesn’t mean it’s ‘refreshingly different’.
Melbourne is… – ‘Ad of the year so far’. Are you serious?
Weapons Inspector – on the money.
Next installment will prob’ have break dancing, body popping or robotics in it most likely. Keep a keen eye out for it people.
If the clip was to promote music or an artist, maybe it may have relevance.
As a promotion of the City of Adelaide, it completely misses the mark.
As mentioned in other comments, apart from a glimpse at the top of St Peter’s Cathedral Spires, there is nothing that mentions or looks like Adelaide.
It is so disappointing because the theme “Breathe” conjures up some great ideas of open parks, unspoilt beaches, vibrant skies where we are so fortunate to be able to retreat from stress and “breathe”.
If as suggested, there is a woven -in story and theme, it is sadly lost to the majority of viewers…..and surely the aim of any advertising is to present a message which can be readily understood.
I thought I was watching a sub-standard segment from ABC’s Rage.
People wouldn’t know what it was all about if it wasn’t for the South Australian Tourism Emblem at the end.
Sorry,but sometimes the truth hurts!
What a huge wast of time, effort and OUR money. Just shows what the PUBLIC servants in this state really think of the people who pay their wages. And worse, do they actually think this would entice anyone living outside Adelaide to spend their money & come visit ? If it actually did cost $6m I doubt we’ll recoup the cost, let alone benefit from it
“Indecipherable, pretentious twaddle” – Absolutely !!
“Except for the two church spires there’s not anything else there that I recognise from my one trip there many many years ago.” – Christ, I live here & I don’t recognise most of the images.
Who is responsible for signing-off on this crap ? Is anyone going to rein-in these clowns ?
Just saw the online flash animated thingy on a fairfax site.
Went ‘whoah’ what’s that and clicked it right away.
It stood out like dogs bollocks because the visuals are so freaky.
What do face paint and space men have to do with South Australia?
It’s about being different you dumbarses. This thing jumps out at you
and seperates itself from wallpaper.
Did love the nick cave one and a darn hard act to follow,
but yeah good on the guys for surprising us again.
It’s about changing perceptions this thing – reckon it does that.
Fantastic Ad. Before you criticise, check the tourism numbers in 6 months time. Only then can you judge.
Compared to the Barossa promo which is absolutely brilliant and full of cultural richness, this latest promo sucks. Whose baby was it KWP?? I’d be demanding my money back. Honestly without the SA graphic at the end we’re all in the dark as to what it’s about; same sex marriage? World Vision? or NASA? So come on enlighten me.
This ad turns me off wanting to go to South Australia……previous ad was much more inviting and innovative. Do not like the images or how a beautiful song has been mangled. Please let this ad campaign be over soon.
what a terrible terrible ad… it serves more as an ad for a washed up try hard hipster chick, yup as a hipster you are washed up 3 years after you bomb. She seems to do her best to ruin the song by struggling through the songs main line “never tear us apart”. just sing the line dickhead, who told you that it was a good idea to deliver the line like a retarded person with a speech impediment? maybe the same guy who told you to dress as an astronaut with a boys haircut. jump back on your fix gear and F off back to Brisbane, wait Brisbane? lame.
I’m not sure why, but I feel really insulted by this one. Just feels like it says “we’re too f***n cool for you” but I know Adelaide ain’t that cool. Makes me want to punch something!