SEE FOR YOURSELF

Destination Adelaide

Boring. Conservative. Nothing to do. Adelaide has a long-standing reputation as bland, and sleepy. But usually, those opinions are held by those who haven’t really experienced what the city has to offer.

In collaboration with the Adelaide Economic Development Agency (AEDA), we created a campaign to encourage visitation from the suburbs to the Adelaide CBD, tackling the stereotypes head on. See for Yourself uses the tired, outdated views as headlines but playfully flips them, with real, raw photography of people living it up in the CBD.

Running across video, social, digital, outdoor, press, PR, the campaign also features a custom song that takes complaints about the CBD, and cuts them up to create a club-ready track.

The platform extends beyond traditional avenues, with mini-docos spotlighting businesses, street-talks with visitors about their favourite things to do in the city, and “Where to next?” teaser posters. The posters use QR codes that reveal nearby establishments and experiences to discover, to ensure the good times keep rolling.

So if you think Adelaide is boring, think again. Better yet, see for yourself.