Tourism & Events Queensland sets World Record for the biggest game of Keepy Uppy in major campaign via Rumble Strategic Creative
Hundreds of Bluey fans have set a world record for the biggest game of Keepy Uppy in Queensland, Australia, the home state of Bluey. This World Record attempt kicks off Tourism & Events Queensland’s (TEQ) biggest campaign in more than a decade developed by Rumble Strategic Creative.
Spanning an almost 2,000km playing field, 702 Keepy Uppy ‘experts’ joined in the epic game made famous in the much-loved television series, Bluey, determined to keep a sea of red balls from touching the ground.
Families and friends of all ages gathered the length of the state as adjudicators from The Australian Book of Records oversaw three official games played simultaneously at Brisbane’s South Bank, as seen in Bluey, Gold Coast’s sparkling shores of Main Beach and Cairns Esplanade, the gateway to the Great Barrier Reef.
Delighted cheers rang out across the state as families, friends and neighbours came together at the same time to embrace the fun with mini games of Keepy Uppy popping up in cities, by the beach and in country towns, from the Queensland coast to the Outback, including at the world-famous Whitehaven Beach in The Whitsundays.
The record-breaking game may be over but Tourism and Events Queensland is offering one lucky group of four the chance to WIN a trip to Queensland, Bluey’s world for real life at queensland.com/blueysworld.
The ‘dollarbucks’-can’t-buy prize is a 12-night Queensland holiday for four, taking in iconic destinations including the World Heritage-listed Great Barrier Reef and Wet Tropics Rainforest and making memories with amazing Queensland experiences including a day out to a theme park, glamping under the stars, surfing lessons and snorkelling.
The winners will also visit Queensland’s capital, Brisbane, and be among the first to check out the Bluey’s World immersive experience, opening in November.
The competition is open to travellers and fans of the show from across Australia as well as New Zealand, the United States, United Kingdom, Singapore and Japan with entries closing at 5pm AEST Sunday 30 June.
Have a sense of adventure and can’t wait to visit Queensland, the home state of Bluey? Travellers can get their hands on value for money offers at queensland.com/blueysworld to plan their next big adventure or leave it to the Queensland travel experts at Qantas Group (Qantas, Jetstar, Qantas Holidays and Hotels and Jetstar Holidays and Hotels), Expedia Group (Expedia and Wotif) and Flight Centre Travel Group, offering discounted deals and packages.
Says Queensland Premier Steven Miles: “For the past six years, Bluey and the backdrop of Brisbane, has captivated audiences globally and now it’s time to bring the world here to Queensland.
“I invite everyone to come and see for themselves – we have the world’s best lifestyle, the best beaches, the best cities, the incredible outback, the Great Barrier Reef and people who love welcoming visitors to our unbeatable backyard.
Says Michael Healy, Queensland Tourism Minister: “We are absolutely stoked to invite families from around the world to Queensland. We have seen the global smash hit that Bluey has become and it showcases the incredible lifestyle families enjoy here in Queensland. It’s time to invite the world to come and experience for themselves why Queensland is perfect to live, stay and play.”
Says Patricia O’Callaghan, CEO, Tourism and Events Queensland: “In a globally competitive market, Queensland must show the world what makes us special.
“Bringing the Bluey’s World Brisbane immersive experience to Queensland means fans from around the world have a chance to experience Queensland’s world-class icons and landscapes, such as our beaches, rainforests, the outback and our Great Barrier Reef.
“We could not be more excited to be working with BBC Studios to invite the world to experience Bluey’s world for real life, right here in Queensland.”
Says Kate O’Connor, director of brands and licensing ANZ, BBC Studios: “The essence of Brisbane, and Queensland is masterfully infused into Bluey, making the city more than just a backdrop – it’s like another character in the story. From the iconic Queenslander homes, such as the Heelers’, to the lush green parks and familiar cityscapes, Brisbane’s charm shines through, providing a rich, authentic setting.
“The Bluey’s World Brisbane immersive experience opening in November will further bring this authenticity to life, allowing fans of all ages to step inside and play in the Heeler’s iconic family home – for real life.”
Client: Tourism and Events Queensland
Group Executive Marketing: Kim McConnie
Creative and Content Director: Michelle Blancato
Creative and Content Specialist: Laura Rowan
Design Lead: Joshua Green
Marketing Program Director: Julia Pavey
Marketing Program Leader: Maddison Tanner
Platforms, Media & Partnerships Director: Julian Croft
Platforms, Media & Partnerships Leader: Lizzie Weigh
Creative Agency: Rumble Strategic Creative
Founders, Creative Partners: James Burchill & Nancy Hartley
Founder, Managing Partner: Remy Brassac
Creative Director (ROMEO): Marco Eychenne
Agency Producer: Melissa Ashman
Senior Account Director: Damian Coren
Account Manager: Abby Roberts
Art Director: Hannah Bryce
Senior Finished Artist: Jennifer Conn
Production company: Taxi Films
Executive Producer Andrew Wareham
Senior Producer: Imogen Dick
Director: Hailey Bartholomew
Director of Photography: Mark Desiatov
Post Production: Cutting Edge
Executive Producer: Trelise Blade
Offline Editor: Annika Salisbury
Media agency: Dentsu
Client Partner: Peter Clark
IMATE: Emilia Ball
9 Comments
Love the ambition… but the campaign doesn’t entice me to come and explore Queensland?
…Rubbish
When Tourism Queensland is up against Tourism Tasmania & Tourism Victoria, they’ll always come last. When will Tourism Queensland take a risk? Stop being scared!
Wow…not sure it I’d be pushing that out too many places. Concept was ok but execution pretty ordinary. A lazy attempt to squeeze in random Qld locations. Even sticking with the concept they could of pushed things much further. Visually it was just a cookie cutter feel with a few cutesy elements thrown in.
Kind of sums up the state of Qld advertising. Tired and boring agencies with a handful of the usual safe production companies while rinse and repeating much more successful campaigns they’ve spied elsewhere. Time to tip the boat and start working with the smaller teams that aren’t run by committee.
@Not Good, wow, hidden agenda much?
@NotGood, you’re a bit of a dick.
Milhouse and LOL,
Ok, probably did get a bit of a rant going so admit that.
Seriously though you can’t honestly think that’s a great tvc? The Bluey IP has to be one of the most valuable floating around and to lightly dust it over the job was a missed opportunity.
Even blending the Bluey animated style across the images would have been a good start. Alternatively maybe bring various Bluey characters into the various locations?
The bouncing ball/passing batton etc between locations has been done relentlessly….if you’re going to bring it back to what should be a high market product of qld tourism then don’t be so safe…make it memorable.
Oh 100% agree this campaign is toilet water.
I’m actually a lot cooler and confident that any of my advertising is. Including this stuff. Sorry about that.