Visit Victoria celebrates countdown to the 2026 Commonwealth Games in new campaign via AJF
Visit Victoria is celebrating the countdown to Victoria becoming the next host destination for the Commonwealth Games with a new campaign, A Games like no other in a place like no other, created with AJF Partnership.
The campaign aims to showcase the natural beauty of Victoria, build excitement for Victoria 2026 and encourage people to visit now.
Says Shae Keenan, chief marketing officer, Visit Victoria: “The Commonwealth Games is not only a world-class event, but Victoria 2026 will also be a world-first event with the Games to be held across four regional hubs – Ballarat, Bendigo, Geelong and Gippsland.
“But there’s no need for people to wait until then. Through ‘A Games like no other in a place like no other’, we want to capture people’s imaginations and show them there are plenty of reasons to visit through discovering the beauty of the local regions, landscapes, people and culture.”
Says Adam Francis, founder and executive creative director, AJF Partnership: “We wanted to create a piece of work that breaks the mould for large sporting event advertising. The Games in Victoria will be different from any we’ve seen before. Doing things differently is in Victoria’s DNA so it made sense to bring the Games to life in a different and unexpected way.”
The campaign launched during the 2022 Birmingham Commonwealth Games across TV supported by press, social, content, outdoor and more.
Client: Visit Victoria
Chief Marketing Officer: Shae Keenan
Head of Global Markets and Consumer Marketing: Ben Knighton
Group Manager, Content & Creative: Richard Price
Manager Marketing & Creative Services: Sarah Lock
Creative: AJF Partnership
Executive Creative Director and Founder: Adam Francis
Executive Creative Director: Josh Stephens
Senior Art Director: Jess van de Vlierd
Senior Copywriter: Carly Dallwitz
Senior Producer: Liesel Haug
Client Partner: Bryce Coombe
Senior Account Director: Ferne Archer
Strategy Director: Jill Cummins
Senior Integrated Production Manager: Sonia Conti
Film Production: Good Oil
Director: Curtis Hill
Executive Producer: Simon Thomas
Producer: Jackie Adler
Director of Photography: Thom Neal
Editor: Dan Lee
Post Production: Arc Edit
Production Design: Victoria McK enzie
Sound: Bang Bang Studios – Sam Hopgood
Media: OMD
12 Comments
I thought they won the account.
They did, but things change when new CEOs and boards change company direction. I don’t think they do retained agencies anymore.
I really like it.
Lovely tourism pics juxtaposed with lovely sport pics.
I know what ‘it’ is – where ‘it’s’ going to be – and why ‘it’s’ like no other.
Good work.
Where are the zombies?
I thought they would have appointed someone by now.
Gets the idea across nicely and shot beautifully – nice work
Does absolutely nothing to shift the main issue with the Commonwealth Games — a lack of relevance and the perception that it’s a huge waste of money.
Right…which was obviously the client brief…..
Think Sam Hopgood (Sound Engineer) works at Bang Bang Studios. Not Bang Studios.
Might want to pop another one in there (I hope you saw what I did with that). Boom-tish.
What lovely work.
Awwww I bet the client loved this.
This is great, a beautiful way to stir the emotion and pride in Victorians as we anticipate the games coming to every corner of our state.