Tourism Tasmania's hit-the-hay holiday
BMF's new campaign reminds Aussies to actually have a break when they’re on a break in Tasmania this summer.
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Credits
powered by
- Agency BMF/Sydney
- Production Company FINCH
- Director Christopher Riggert
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Credits
powered by
- Agency BMF/Sydney
- Production Company FINCH
- Director Christopher Riggert
- Sound Rumble Studios
- Chief Creative Officer Alex Derwin
- Creative Director David Fraser
- Associate Creative Director Casey Schweikert
- Associate Creative Director Rees Steel
- Copywriter Michael Dawson
- Head of Art & Design Lincoln Grice
- Designer Matthew Hughes
- Producer Esta Lau
- Producer Basir Salleh
- Producer Holly Whiteley
- Editor Al Moore
- Director of Production Karen Liddle
- Managing Director Corey Esse
- Executive Producer Loren Bradley
- Producer Catherine Anderson / (Executive Producer)
- DP Sam Chiplin
- Editor Johanna Scott
Credits
powered by
- Agency BMF/Sydney
- Production Company FINCH
- Director Christopher Riggert
- Sound Rumble Studios
- Chief Creative Officer Alex Derwin
- Creative Director David Fraser
- Associate Creative Director Casey Schweikert
- Associate Creative Director Rees Steel
- Copywriter Michael Dawson
- Head of Art & Design Lincoln Grice
- Designer Matthew Hughes
- Producer Esta Lau
- Producer Basir Salleh
- Producer Holly Whiteley
- Editor Al Moore
- Director of Production Karen Liddle
- Managing Director Corey Esse
- Executive Producer Loren Bradley
- Producer Catherine Anderson / (Executive Producer)
- DP Sam Chiplin
- Editor Johanna Scott
Between sightseeing, mountain climbing and sunrise catching, it's sometimes hard to see where the 'holiday' part of a holiday actually lies.
Taking this truism and applying it to the glorious vistas of Tassie, BMF's new campaign for Tourism Tasmania reminds punters to actually rest a bit whilst they're vacationing away.
Brought to life through a series of TV and cinema spots, from FINCH's Christopher Riggert, alongside 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.
John Fitzgerald, CEO, Tourism Tasmania said: “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.”
"A decent nap, or a moment to ponder, is an elusive thing," adds David Fraser, Creative Director, BMF. "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.”
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