Sydney independent agency The Hallway is behind a campaign to “make the most of the Sunshine Coast” for Tourism and Events Queensland.
The campaign taps into the idea of modern life being always on, and invites consumers to take themselves offline on the Sunshine Coast.
Simon Lee, creative partner at The Hallway, said: “We created these spots to serve quite literally as a break within the usual commercial frenzy of an ad break. This mirrors the role that a holiday on the Sunshine Coast can play – a break from the frenzied pace of our modern “always on” lives. The choice of 15 second slots and the deliberate, meditative pace of our 15 second executions are in themselves a concrete expression of the campaign idea.”
Veronica Rainbird, marketing and brand director at SCDL, added: “This campaign invites visitors to ‘Make the Most of the Moment’ and reinforces the Sunshine Coast’s naturally refreshing brand. The exciting new campaign encapsulates and showcases the Sunshine Coast as the perfect place to enjoy quality time together and leave feeling naturally refreshed.”
The integrated campaign features three TVCs, premiering nationally this week across TV and digital channels, as well as PR and activation also managed by The Hallway.