Tourism Noosa encourages locals to enter the Noosa biosphere in new campaign via Paper Moose
Tourism Noosa has launched its latest campaign, created by Paper Moose, aimed at drive market and domestic travellers during the covid era. In a strategic shift away from its international focus, the campaign encourages Aussies to unwind the natural way, with a trip to the UNESCO-listed region.
Using terrariums to represent a perfectly balanced Biosphere Reserve, the quirky spots explore different facets of the natural worlds inside, with playful stop motion. A move away from the mix of photographs and influencers normally used in tourism, the campaign aims to be unexpected and set the region apart using light-hearted humour and intriguing creative concepts.
The process was completed entirely in house, from the initial ideas through to voice overs and the intricate sets – resulting in over 1000 separate shots during the four-day shoot.
Says Nick Hunter, executive creative director, Paper Moose: “Noosa wanted to appeal to current consumer sentiment of clean, green and safe travel destinations in a very short time, focussing on sustainable tourism. With travel rules changing daily we needed to be fast and nimble to work within covid-19 restrictions. I couldn’t be prouder of the team for what they’ve achieved and also for engaging new freelancers during this tough time.”
Says Sonia Shillington, head of marketing and events, Tourism Noosa: “Paper Moose were absolutely awesome to work with on this highly creative and technical campaign. With all of the changing market conditions and therefore creative needs, they always upheld the strategic integrity of the campaign.
“As a very non-traditional tourism campaign, it was always going to be a brave approach, but we couldn’t have asked for a better outcome.”
Agency: Paper Moose
Executive Creative Director: Nick Hunter
Art Director: Katie Mcintyre
Copywriter: Jazz Twemlow
Creative: Nick Hunter, Georgia Shillington
Strategy: Eddie Bennett
Head of Design: Reese Geronimo
Graphic Designer: Georgia Shillington
Production: Paper Moose
Producer: Nicole Hofstadter
Director & Animator: Peter Nizic
DOP: Simon Higgins
Production Designer: Jacqui Hudson
Model Maker: Chris Marinovich
Character Design: Amber Theron
Colourist: Matt Campbell
Sound Designer: Nick Keate
Client: Tourism Noosa
Head of Marketing & Events: Sonia Shillington
7 Comments
Gimmicky and self-indulgent. It’s like they’d already decided on the stop motion thing before coming up with an idea. Boring script too – imagine if it had been read by ‘live’ talent…just ticking off a list of features and attractions. There’s so much potential to do something really nice and cool for a great part of the world. This won’t make me (or anyone else) want to go to Noosa any more than I do already. I’m having a bad though.
Love this so much. Playful, fun and intriguing.
Using artificial materials to communicate one of the most pure destinations / biospheres on the planet. Then again, with this client’s pitiful budgets, it’s a fairly impressive achievement.
makes the most amazing place on earth plasitc. its just 100% stupid.
Noosa is a beautiful spot why not show it for real.Nice production for the wrong product.
BIOSPHERE. The very word feels toxic. Fail.
makes Noosa seem very small and restrictive