Tourism Tasmania reminds travellers to come down for air in latest campaign via BMF
Tourism Tasmania has launched a new campaign via BMF, to remind Aussies to actually have a holiday when they’re on holiday in Tasmania this summer.
The campaign forms part of Tourism Tasmania’s long-standing brand platform ‘Come Down for Air’ which initially launched in 2019.
Brought to life through a series of TV, cinema, social, audio, OOH, print, and display executions, the campaign highlights the intensity of how it feels to be both geographically and culturally remote from the modern mainland life during the Tasmanian summer.
Says John Fitzgerald, CEO, Tourism Tasmania: “After a period of COVID lockdowns and interrupted travel, the constraints of modern-day life feel even tighter than they did before, with our lives revolving around an endless drive to do and achieve. We are inviting Aussies to come and experience a holiday where it’s okay to do nothing, or everything, without any judgement. To take a break from the stressors of everyday life, and to experience the little moments of mindfulness and joy in Tassie, whatever that looks like for you.”
Says David Fraser, creative director, BMF: “A decent nap, or a moment to ponder, is an elusive thing. And the way many of us mainlanders wear ‘busy’ as a badge of honour doesn’t help. Inviting people to Tassie to do a whole lot less this summer felt like a compelling antidote to this endless drive, and it’s a lovely spot to have a few cheese dreams.”
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: David Fraser
Associate Creative Directors: Casey Schweikert & Rees Steel
Copywriter: Michael Dawson
Head of Art & Design: Lincoln Grice
Designer: Matty Hughes
Chief Strategy Officer: Christina Aventi
Group Planning Director: Thomasine Burnap
CEO: Stephen McArdle
General Manager: Richard Woods & Aisling Colley
Group Account Director: Edward Hughes
Account Director: Claire Emery
Account Executive: Jac Hasler
Project Manager: Amy Kokotas
TV Producer: Esta Lau
Integrated Producer: Basir Salleh
Retoucher: Angus Whalan
Content Producer: Holly Whiteley
Editor: Al Moore
Digital Lead: Sam Elliott
Digital Developer: King Tan
Creative Services Director: Clare Yardley
Production Director: Karen Liddle
Finished Artist: Catarina Durado
Finished Artist: Stacey Harrad Chantler
Finished Artist: Holly Jones
PR: Abigail Dawson & Elliott Holohan
Director: Christopher Riggert
TV Production Company: Finch
Finch Managing Director: Corey Esse
Finch Executive Producer: Loren Bradley
Finch Production Producer: Catherine Anderson
DOP: Sam Chiplin
Editor: Johanna Scott
Sound Production: Rumble Studios
Photographer: Lilli Waters
Production Company: Sam I Am
Executive Producer: Rich Cole
Videographer: Rob Harrison
Client: Tourism Tasmania
21 Comments
https://www.youtube.com/watch?v=RITmrqVm7xg
everyone looks asleep but in the fakest way
TV has quirk, but the photography feels totally off brand, like some weird hybrid fashion shoot with all the predicables of 2022. Including the dated primary colour blocking wardrobe. This feels like a catalogue not a campaign. Opportunity lost. Confusing OOH.
Cheese doesn’t come from a cow. Milk does. In fact it takes a while to make cheese from the cow. At which stage I’m assuming this lovely looking gentleman in his starched rugby jumper ( perfectly colour popped ) has fallen asleep waiting for said cheese to arrive. Or am I missing something in this brilliantly put together pice of advertising?
Do you find that there are empty seats around you in the pub?
“Technically….blah blah blah.”
Pretty pictures don’t make it interesting
The beauty of the first round of executions is that they showed you why Tassy was fresh, different and chilled. Having to tell people just feels like it’s lost its simplicity and in doing so, the power of it.
this is nice, good writing and quirky visuals that aren’t the super cliched tourism stuff.
Make the photos?
Great, brilliant and daring. Imagine selling in, ‘For the first 5 seconds, we see ants walking around on a cheese sarnie’. Bloody awesome and daring. Hats off!!
Wow. Are you the client or the suit?
My outtake is there’s nothing interesting to do in Tassie. So why not go to Fiji? Or Sydney? I can sleep anywhere…
Why do the stills look like they are shot in Euroa?
Don’t know where Euroa is?
Doesn’t matter, it looks exactly like this, and it’s in Victoria, not Tasmania.
When commenters think it’s ‘daring’ to sell in a cut away shot. That’s a good example if just how stale and boring our industry has become. And clients are mostly to blame.
Nothing like downing a bottle of vodka and passing out.
Jokes aside, these are excellent.
Come down for a piping hot latte.
These are all highly staged, highly styled, and scream superficial to me. I thought Tassie was supposed to be the opposite of that.
I agree.
BMF, your Sydney is showing.
I am in a vaccum.
a link to a similar idea…check. Only 100% original ideas allowed here!
accusation that someone liking the ad I don’t like must be the client or a suit…check
comment that the ad is bad and it must be the client’s fault….check. Creatives would never be responsible for a bad idea or bad execution
I love this line, but not this evolution. I want to visit Tasmania to get away from it all, to be in a pristine natural environment, not to fall asleep and miss it.