Adelaide-based creative agency Frame Creative has partnered with the South Australian Tourism Commission to launch the state’s new brand platform and destination campaign.
‘Simple Pleasures’ highlights the moments and memories that make life meaningful and encourages tourists to take a trip down south to be replenished by its endless supply of simple pleasures.
Set to a soundtrack composed by local South Australian artists Max Savage and Druid Fluids, three TVCs will hit the airwaves in an episodic approach in the lead up to the AFL’s Gather Round, which kicks off in Adelaide on Thursday. These are the first of many stories in what stands to be an enduring platform.
Production was led by Frame’s Creative Director Andy Irwin, who doubled as Director of each shoot, alongside the Director of Photography, Frame’s Sam Pearce, with contributions from Nicholas Muecke (Co-Director), Nicola Tate, Annalise Menzel and Eliza Carey (Producers) and Gregoire Liere (DoP).
Frame’s CEO, Tim Pearce, said the rebrand encompasses the South Australian way of life where meaningful experiences are more accessible.
“South Australia has a story the world needs to hear — and this campaign tells it through the voices of artists, makers, and culture-shapers who live it every day. Together, we’ve created something that’s not just creatively ambitious, but culturally vital. Simple Pleasures is a timely invitation to reconnect, and rediscover the joy of being in the moment – whether that’s fishing for pipis on the Fleurieu Peninsula or enjoying a long lunch in the Barossa,” he said.
Featuring South Australian coastal and wine regions, Frame has crafted an ode to the state that reflects the unique culture and community found across the state.
The campaign challenges the status quo of conventional tourism advertising, instead creating a unique mixed media campaign consisting of film, animation and illustration that puts people in the moment and captures their future memories.
South Australian Tourism Commission’s CMO Erik de Roos said the new brand platform allows South Australians to take ownership of a region renowned for endless simple pleasures.
“The concept of simple pleasures has been discussed in culture for centuries. There is power in leveraging that equity and the fact is that South Australia has been designed so you can enjoy an easy, endless supply of these simple pleasures,” said de Roos.
“Our new brand platform looks to take ownership of this and create genuine distinction within the tourism category. What’s more, we recognise the need for consistency and repetition to help us build a true and meaningful brand.
“The distinct creative approach and brand language we have developed in partnership with Frame Creative, we believe, will help us grow the appeal of South Australia, lift consideration and ultimately increase visitation.”
South Australian Tourism Commission’s CEO, Emma Terry, said the campaign’s magic comes from its authenticity and the passion and commitment to the project co-created by South Australian locals.
“This brand platform is about celebrating our South Australian way of life and inviting the rest of the world to come and enjoy it, ” she said.
“Wherever you go in South Australia, you’re met by locals inviting you to share the pleasure they take in what they do.”
The creative team included several local talents across production; including musicians, artists and esteemed actors Hugh Sheridan and Tilda Cobham-Hervey lending their voices to the campaign.
Frame also negotiated for all artists involved to retain the rights for their work, instead, being paid for commission and licensing.
“It was important for us to ensure all artists involved retained the rights for their incredible work, something that is sadly not common within this industry and we hope to celebrate with this campaign,” said Pearce.
Selected on the basis of being high concept, high craft and deep culture, Frame developed an adaption of the State’s original logo mark for the South Australia Tourism Commission by introducing a vibrant yellow. The bold new colour reflects an inviting sense of joyful optimism growing throughout the state and will create distinction within the tourism category. In support of this, Frame also developed a new typeface, South Australian Bold, built backwards from the logo mark with a nod to its geometric shape.
The same mixed media approach has been taken for OOH, digital and beyond, with local artists James Brown, Lise Temple, Cecilia Gunnarsson and Mike Barr all capturing South Australia’s abundant supply of simple pleasures through paintings that will launch the rebrand on Monday.
Credits
Client: South Australian Tourism Commission
Chief Executive Officer: Emma Terry
Executive Director, Marketing (Chief Marketing Officer): Erik de Roos
General Manager, Marketing and Creative Services: Marianthi Livaditis
Creative Lead: Chris Plummer
Creative Agency: Frame Creative
Chief Executive Officer: Tim Pearce
Head of Strategy: Ryan Richards
Creative Directors: Andy Irwin, Sam Pearce, Simon Pearce
Digital Director: Alex Bishop
Studio Manager: Eliza Carey
Client Lead: Georgia Prime
Design Lead: Julian Hartmann-Smith
Media Agency: CARAT
Episodes
A Long Long Lunch
Live date: Monday 7 April
Director: Andy Irwin
Director of Photography: Sam Pearce
Producers: Nicola Tate @ Mae King, Annalise Menzel @ Darling, Eliza Carey
Production Assistant: Zoe Hentschke
Gaffer: Dan Ross
Grip: Justin Van Zyl
Grip Assist: Evan Megaw
Art Department: Lili Harrison, Melissa van Dierman
Camera Assistants: Ella Burton, Angus Downer, Lhord Manguera
Main Talent: Kane Pollard
Art Director: Daniel Wells-Smith
Artwork: Boe Carr, Bianca Smith
Wardrobe: Chloe Spalding
Hair & Make Up: Samantha Vlassis
Unit Manager: Steve Russell
VFX Artist: Juan Beltran
Editor: Jordan Potter
Music: Druid Fluids
Sound Design: Justin Pounsett @ The Audio Embassy
Pipi to Plate
Live date: Monday 7 April
Director: Andy Irwin
Director of Photography: Sam Pearce
Producers: Nicola Tate @ Mae King, Annalise Menzel @ Darling
2nd Unit Camera: Ben Dowie
Gaffer: Dan Ross
Grip: Justin Van Zyl
Grip Assist: Evan Megaw
Camera Assistant: Ella Burton
Main Talent: Gerry Wedd
Artwork: Boe Carr
Editor: Jordan Potter
Music: Druid Fluids
Sound Design: Justin Pounsett @ The Audio Embassy
Specials
Harvest Eyes
Live date: Thursday 10 April
Directors: Andy Irwin, Nicholas Muecke
Producers: Nicola Tate @ Mae King, Annalise Menzel @ Darling
1st AD: Waeel Nasserdine
Director of Photography: Gregoire Liere
2nd Unit Camera: Nick Frayne
1st AC: Stevian Hasler
2nd AC: James Wire
3rd Assist Data Wrangler: Kat Penning
Gaffer: Nic Datson
Lighting Assist: Peter Guiliani
Lighting Assist/Generator Op: Tom Clarke
Grip: Justin Van Zyl
Grip Assist 1: Evan Megaw
Grip Assist 2: Jack Bloomfield
Grip Assist 3: Sam Clarke
Production Designer: Ella Butler
Props Buyer: Rosie Kruckemeyer
Props/Food Stylist: Mel van Dierman
Props Assist/Dresser: Lauren Taylor Brice
Standby Props: Ben Brooks
Art Assist: Leroy Jeffrey
Production Coordinator: Henry Reimer-Meany
Production Assistant: Rachael Gates
Production Runner: Elyse Adams
Wardrobe: Chloe Spalding
Wardrobe Assist: Amy Goddard
HMU: Bonnie Charles
HMU: Natasha Keneally
Location Manager: Scott McCarten
Unit Manager: Steve Russell
Unit Assistant: Poppy Fitzgerald
Driver: Hamish Tamlin
Safety Supervisor: Johnny Hallyday
Nurse: Jared Jeffrey
Runner: Harry Verner
Photography: Sam Pearce
Photography Assistant: Lhord Manguera
Post Production: KOJO
Editor: Marty Pepper
Colourist & Online Editor: Marty Pepper
EP of Post: Lauren van Rensburg
Post Producer: Georgia Lippe
VFX Producer: Turea Blyth
VFX Editor: Aden Beaver
VFX Compositor: Joshua Georgou
VFX Supervisor: Marty Pepper
VFX Supervisor: Iluian Buliga @ Local Space Studios
Sound by: Hyperdynamic
Sound Designer: Hamish Keen
Sound Effects Editor: Lee Yee
Sound Editor: Roisin Gleeson
Foley Artist: John Simpson
Music: Max Savage
Casting: Heesom Casting
Casting Director: Angela Heesom
Voiceover Artist: Hugh Sheridan
OOH, Print & Display
Live date: Monday 7 April
Art Direction: Andy Irwin
Visual Artists: Cecilia Gunnarsson, Lise Temple, James Brown, Mike Barr
Photographers: John Laurie, Simon Bajada
Retouching: Lhord Manguera
Designers: Simon Pearce, Julian Hartmann-Smith, Brian Park
Digital
Website live date: Monday 7 April
Digital Director: Alex Bishop
Designers: Paul Charles, Julian Hartmann-Smith
Developers: Luke Smith, Karl Langer
