M&C Saatchi’s ‘G’day’ Wins Best Animation Short at the Los Angeles International Film Festival

A short film developed by M&C Saatchi for Tourism Australia’s ‘Come and Say G’day’ campaign has been recognised for its exceptional creative work, winning Best Animation Short at the LA International Film Festival.

‘G’day’ the short film, created by M&C Saatchi and directed by acclaimed Australian director Michael Gracey (The Greatest Showman), aims to inspire international travellers to plan and book an unforgettable Australian holiday.

The LA International Film Festival features short form content from a wide spectrum of genres, including animation, comedies, documentaries and dramas. The festival showcases the most innovative and original short films from around the world, making G’day’s win a significant achievement for M&C Saatchi and Tourism Australia.

The heart of the G’day campaign is a buddy film directed by Gracey, which follows the incredible adventure of Ruby (Rose Byrne), a souvenir kangaroo brought to life with CGI animation, and Louie, a toy unicorn (Will Arnett). The film has captured the world’s imagination with a global publicity and paid launch strategy that mirrors a major film release. To date the film has gleaned over 100 million views worldwide.

Says Cam Blackley, chief creative officer, M&C Saatchi AUNZ: “We’re thrilled that G’day has won at the Los Angeles International Film Festival. It was always an ambitious undertaking but the whole team was determined that this particular piece of the campaign would be viewed by the public in the context of a film and not an ad. As a result we are now the proud owners of a couple of stylish Palm Fronds, which is a bucket list moment for all involved.”

G’day is a multi-market, mass awareness campaign inviting international travellers to experience Australia’s stunning landscapes, unique wildlife and vibrant culture. With Ruby as the ambassador, the campaign encourages people to explore the country’s diverse regions and connect with its people.

Film Director – Michael Gracey
Creative – M&C Saatchi Sydney
Production Company, Film and TVC – FINCH
Animation Company – Finch & Platige
TVC Music Score – King Stingray / Level Two Music
Film Music Score – Jonathan Dreyfus and Amy Andersen, including William Barton, Frank Yamma, the Marliya Gondwana Indigenous Girls Choir and Iwiri Choir
Media – UM (Global team)
PR – Poem Group