THE GREATEST CAMPAIGN IN THE WORLD FOR THE GREATEST REGION IN THE LAND

In between COVID lockdown’s number 456 and 457 in Victoria, my good friends Andrew Englisch and Nigel Camilleri from Safari Global briefed me to work on a campaign to highlight all the amazing things that you can experience when you venture off Victoria’s iconic Great Ocean Road. With overseas travel off the table, the Great Ocean Tourism Board wanted Aussies to consider holidaying in this great part of the land.

One of Australia’s most famous tourist destinations, the Great Ocean Road brings together the surf coast from Torquay with the river at Anglesea, the bushland at Lorne and the towering Californian Redwoods of Otway. Extending all the way to the South Australian border, the campaign is set amongst over 400km of captivating coastlines, with pristine forests, volcanic plains, sumptuous seafood and friendly locals.

We decided there is so much to see and do, that it’s almost like its own country. And so the Kingdom of Greatopia was born.
To launch it, we created a rousing national anthem and cast locals from the area to sing their lungs out.