The brief was simple: create a print ad for Australia, aimed at giving Australia a new brand, attract overseas tourists and stimulate debate. In response, PLAY created an ad to show the limitations of traditional advertising. In short, consumers ultimately seek information from resources they trust from blogs, to reviews, to social media networks. We felt it’s time for Australia as a brand to stop talking at consumers (as traditional advertising suggests) and time to join the conversation.

With that said, our message is simple – Australia is here to be discovered, start your journey, Google ‘Australia’.

We received some great feedback, this is what Russel Howcroft of George Patterson’s Y&R and The Gruen Transfer had to say, “The most likely ad to work. A nice prompt which will give the reader a very clear action point.”

A live design battle featuring 2D, 3D and Motion Graphic designers battle it out onstage. With 10 days to deliver and promote the event, social media played a vital role in generating buzz within the design community. The result. Leveraged through dedicated Facebook, Twitter and Myspace communities along with extensive coverage in design blogs and journals saw sales targets exceeded by 12%.