Tourism Tasmania encourages Aussies to embrace the off season in new campaign via BMF
In the latest iteration of its Off Season campaign created by BMF, Tourism Tasmania is encouraging Australians to refuel their souls in Tassie this winter.
The campaign, shot entirely in black and white by artist and photojournalist Stephen Dupont, captures the unique ways Tasmanians embrace the winter season – from the fiery celebrations of the solstice to the bracing cold of an icy plunge.
Tourism Tasmania’s ‘Off Season’ aims to redefine how Australians see winter and asks Aussies to embrace it, rather than escape it. Because winter is when Tasmania gets a little more Tasmanian – things get wild, weird, and wonderful.
Says David Fraser, creative director at BMF: “To celebrate the delightful off-ness of Tasmania, we sought to create a campaign that captures Tassie’s creative ‘Off Season’ spirit at its best. Because in the darkest depths of Australian Winter, the island state comes alive.”
Says Emma Terry, chief marketing officer at Tourism Tasmania: “We believe Tasmania offers a different winter holiday, something you need to experience to truly appreciate. Through this campaign we remind Australians of all the moments of creativity and inspiration the Tasmanian ‘Off Season’ has to offer to re-ignite the travel bug, inspire new experiences, and get behind our tourism industry.”
The campaign launches across cinema, BVOD, OLV, OOH, print, audio streaming, digital and social, around the nation.
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: David Fraser
Associate Creative Director: Casey Schweikert / Rees Steel
Creative Team: Robert Boddington / Jack Robertson
Head of Art & Design: Lincoln Grice
Design Director: Fiona McLeod
Chief Strategy Officer: Christina Aventi
Planning Director: Thomasine Burnap
Chief Executive Officer: Stephen McArdle
General Manager: Richard Woods & Aisling Colley
Group Account Director: Edward Hughes
Senior Account Manager: Claire Emery
Account Executive: Connor McMurdo
Director / Photographer: Stephen Dupont
Production Company: The Kitchen Creative
Executive Producer: Zabrina Wong
Photographers: Jesse Hunniford & Rémi Chauvin
Producer: Grace Quinn
Stills Grade: Shayne Pearce
Post Production: Bantam Productions
Integrated Producer: Holly Whiteley
Edit & Online: Al Moore
Grade: White Chocolate
Sound Production: Rumble
Art Buyer: Basir Salleh
Production Director: Karen Liddle
Finished Artist: Catarina Duardo
Creative Services Director: Clare Yardley
Retoucher: Angus Whalan
PR: Abigail Dawson & Elliott Holohan
Digital Creative Agency: Clemenger BBDO
Media Agency: Starcom
Website Implementation Partner: Orchard
Client: Tourism Tasmania
29 Comments
Genuinely crafty. The contrasting music is brilliant for some of these too. Well done.
I’d love to make work like this
they don’t understand the drivers. its fine to make artistic work. its better to make work that works.
You must know what the drivers are then? They’ve probably identified a target segment of consumers looking for tourism experiences that exist in spades in Tasmania; adventure, exploring, artistic/cultural experiences. This work is a great representation of all these things. Execution wise it is also 10x more engaging and exciting than most other state tourism campaigns… care to elaborate on your sweeping statement?
Beautiful art direction, feels like the stills could be in a gallery.
my takeaway is that tassie is weird and interesting place. which is aimed at a certain crowd. it’s not a tourism australia location-brochure-tick box campaign.
Clearly, BMF should have come to you first.
Im an old guy and um, well……I don’t know if I should really be saying this but…..I like it.
😳😳😳
I find this kinda dull compared to the other work. No tone, no spirit. Craft is cool but that’s it for me. I’m a massive fan of the other stuff.
I’m all for unexpected creativity, but I can’t see this driving significant numbers to visit. It’s great looking, but just too weird.
Looks fantastic, like it.
And the nipple count is unprecedented.
because you’re a tasmanian
Well written. Clean art direction. Beautifully shot.
I loved ‘Come Down For Air’, and I love this.
Not every category ad has to follow the tried and well-trodden path every time.
Sometimes, like in this example, feelings convey more than a checklist of imagery we’ve seen a million times before.
Shooting everything in B&W, having music that doesn’t ‘correspond to expectations’ (God forbid) is a simple, artful way to reflect the contrasting characteristics of a place like Tassie.
Why poo poo that?
I bet you’re also the same naysayers who spend time decrying the lack of artistry and ideas in Australian advertising on this blog.
of when the execution gets in the way of the communication. It looks like someone just added a ‘Fr*st’ filter to this for no reason.
@The Awful Truth, when one of your biggest draw cards is arguably the nation’s most progressive and provocative art gallery, you get to have a bit of creative licence with how you leverage that and position the state. It’s fair to assume this campaign is targeting those attracted to Tassie’s edgier, arty, ‘weird’ aspects. Hits the nail on the head for me. Love it.
about this comment section. This work rocks and nails the Tassie brand.
I’m into it
Go back to Noosa, haters. It sums up the point of difference that Tassie offers. Yes it has beautiful scenery, great food and wine and whiskey – but so does half of Australia. Tasmania has a weird, different vibe that makes it unique. and this sells it. Art direction and design is really fresh and avoids the visual cliches that make most tourism campaigns indistinguishable. This is good.
problem is, this is indistinguishable as a tourism campaign. It’s lost in its own execution.
Wrong approach, wrong language, wrong market, and why is all and sundry obsessed about making Tasmania so #cliche #weird? Clearly a rushed idea from the usual suspects.
Oh that irreverent sea urchin photo. Oh how it makes me laugh. Its so natural.
This is beautiful work and I reckon it will work its socks off.
Wish I made it.
So this is what advertising has become…
Great work.
Whoever said this indistinguishable from any other tourism campaign, please show us the similar campaign.
Because this is nothing like the rest that are all the same.
Keep up the brave work
@itwillnotwork
Why?
How would you do it?
Brilliant. Another distinctive, memorable instalment in the platform. Congrats to all involved.