BMF's Uluru campaign is Just… Wow
Concentrating on the serene beauty of the landscape, the agency's new campaign for Voyages Indigenous Tourism Australia says a lot by saying very little.
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Credits
powered by
- Agency BMF/Sydney
- Production Company Revolver/Will O'Rourke
- Director Tim Green
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Credits
powered by
- Agency BMF/Sydney
- Production Company Revolver/Will O'Rourke
- Director Tim Green
- Post Production The Editors
- Sound Production Rumble Studios
- DP Tim Tregoning
- Editor Laurence van Camp
- Chief Executive Officer Stephen McArdle
- Creative Director David Roberts
- Executive Creative Director Alex Derwin
- Head of TV Jenny Lee-Archer
- Producer Mandy Payne
- Senior Art Director Leila Cranswick
Credits
powered by
- Agency BMF/Sydney
- Production Company Revolver/Will O'Rourke
- Director Tim Green
- Post Production The Editors
- Sound Production Rumble Studios
- DP Tim Tregoning
- Editor Laurence van Camp
- Chief Executive Officer Stephen McArdle
- Creative Director David Roberts
- Executive Creative Director Alex Derwin
- Head of TV Jenny Lee-Archer
- Producer Mandy Payne
- Senior Art Director Leila Cranswick
It's easy to throw superlatives at areas of stunning beauty, but, as ably shown in this simple and effective campaign from BMF, sometimes three letters will suffice.
With Just... Wow, the new brand platform BMF has developed for Uluru | Ayers Rock Resort since winning the Voyages Indigenous Tourism Australia business last year, simple scenes are shown in the distinctive location, all of which are notable for their lack of dialogue (alongside delicious photography from director Tim Green and cinematographer Tim Tregoning).
As part of the creative process, BMF and Voyages Indigenous Tourism Australia involved the local Anangu community in the creation and production of the platform, including a collaboration with the Anangu Iwiri choir which composed a bespoke piece of a cappella music for the films, which in Pitjantjatjara, translates as “come and see our beautiful country”.
Voyages Indigenous Tourism Australia – Segway
Voyages Indigenous Tourism Australia – Field of Lights
“Our new brand platform is a beautiful evolution of our marketing approach; transforming to be incredibly bold, unique and ownable, as opposed to passive as we once were," explains Ana Sofia Ayala, CMO of Voyages Indigenous Tourism Australia. "Engaging local Anangu throughout our journey was the key to making this truly stand out from the tourism advertising norms and enabled us to intertwine local food, local talent and local stories in the work.
"The intent is for this new platform to actively get Uluru off the ‘bucket’ list and onto the ‘now’ list, showing travellers that there’s so much more to experience than just the rock itself. We’re actively driving a sense of urgency to encourage visitation to one of the most iconic destinations in the world.”
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