MELBOURNE CREATIVES GUILLERMO CARVAJAL AND JESS WHEELER’S ‘DO NOT VISIT VICTORIA’ WORK GOES VIRAL
In the wake of Victoria’s second lockdown, and reports of significant numbers of Melburnians ignoring expert medical advice by fleeing to Regional Victoria, Melbourne creatives Guillermo Carvajal and Jess Wheeler thought of a way to try and drive home a message that many were failing to grasp.
They initially posted six digital postcards online, featuring locations such as Apollo Bay and Phillip Island, which at first glance appear as a regular postcard, but on closer inspection invite the viewer to ‘Experience picturesque Phillip Island on Google Streetview, you sh*theads’.
The response was immediate. And huge. The pair were inundated with messages from residents located all over Regional Victoria, with endless requests for versions for their own town. Unable to cater to every town, G & Jess took the 4 most requested towns and created a second set of 4 – making 10 in total.
The images continued to be shared widely across social media, starting a national conversation on the issue. And has since been discussed on print and radio by The Age and the ABC. The Melbourne Museum has also contacted the pair to add the artwork to the Pandemic component of the State Collection of Victoria.
Says the pair: “This idea was really born out of the sheer volume of stories coming out of Regional Vic. That against a backdrop of ‘you must stay home’, towns were suddenly overrun with people from Melbourne breaking lockdown to stay in a holiday home or trying to shack up in a hotel and wait it out. These towns do not have the infrastructure to handle an outbreak. Right now, the best way to support these towns is to stay away until it’s safe to resume travel. We wanted to try and deliver this serious message in a light-hearted manner that was imminently shareable. Because the existing efforts were clearly not getting through.”
The pair continued: “While we understand this won’t be everyone’s cup of tea, and emotions are running high, we have been overwhelmed by the positive outreach from the people of Regional Vic. And once this is over we’d like to reimagine these images to invite everyone back.”
Due to popular demand, the guys have set up an online store where people can order the artwork on stickers, prints, mugs and towels. Any profit derived from these items will be directed to a charitable cause.
21 Comments
viral? where?
I saw it on The Age this morning, front page
https://www.theage.com.au/national/victoria/do-not-visit-victoria-campaign-a-social-media-hit-now-for-the-merch-20200714-p55bwi.html
Saw this on the Age yesterday, love it. Well done Jess and Guillermo.
Legends!
Love this Jess!
Viral?
Come on…
Oh my god!!! Something fucking genuinely creative and interesting. Why do t you just say this is bloody fantastic. Which it is.
*arse
How do think most of the business’s in the regions feel, many regional travellers, can parts of the state can still visit these areas.
Just stupid and irresponsible. If you going to try and do government safety work. Go see the government and have a conversation.
no need to be a negative nancy. they’re jsut having a little fun, which is lacking in most real campaigns these days.
those regional businesses you are worried about will certainly feel sorry for themselves if their local area is riddled with covid and no one wants to go there.
go back to watching skynews. or don’t, actually.
So badly written.
Hilarious, until the day you pitch for Tourism Victoria and you’re remembered as the dudes who told Melburnians to fuck off.
Is it a campaign? Really?
Who is the client footing the bill? It’s certainly not owners of business or numerous mayors of regions who rely on tourism.
I guess you amused yourselves during a dark time.
I don’t live in VIC and had never heard of some of the places. Now I have, and am curious to visit. People aren’t stupid. They get jokes, they will get the idea. It’ll have a positive impact on tourism long term, by putting these towns front of mind
This is obviously a bit of non-client fun, that’s happened to pick up some steam. And here we have the usual suspects shitting their selvedge about it. Clutch your pearls harder.
That said, the whole “stay the fuck home” message is completely overplayed and nobody would even give the smallest shit about these if they didn’t use naughty words, so whatever.
See you on Zoom for a 30-minute meeting about what would have previously been a 20-second desk chat.
Hmmm I’m smelling a little envy here. It’s great work and for people who don’t get it, well then I’m concerned about your ability to function in society where you need to be able engage with the ‘nuance’ of a complicated situation. The police have issued over $100k in fines because people ARE f*#ckknuckes- so the towns should be thanking them.
I live in Victoria, all tongue in cheek, this is great, put a smile on my face, great humour needed at this time. Well done Guillermo Carvajal.
If we’re being serious this is the best ‘coronavirus campaign’ of the lot
It’s just a gag. Grow up.
I’d hate to have a beer with you.
Fun, bold, simple, self-contained. I enjoyed these.
…when there’s no client involved?