Clems' latest work for VisitVictoria aims to bring the diverse nature of the city to life and attract tourists.
VisitVictoria has launched 'A Twist at every Turn', a new brand platform designed to attract more visitors to the city.
The work, developed by Clemenger BBDO Melbourne, aims to “showcase the depth and breadth of Melbourne’s diverse cultural experiences”.
It's the first major push from Visit Victoria since 2011, and show how the city can shift and change in the blink of an eye, according to the agency.
From food, sports and shopping to romance, art and play - the ads roll through what's on offer in the city through different film genres. And of course, there's hipsters, street art graffiti, trams and AFL.
Peter Bingeman, CEO of Visit Victoria, says: “This campaign reflects how visitors experience Melbourne’s many personas – serious, playful, quiet, dramatic, and full to the brim of cultural and sporting heroics. Every visit yields something new, different, exciting and unexpected.”
TV ads launched over the weekend and digital and mobile platform utilising 360 video encourages users to 'twist and turn' to get a virtual experience of the city.
James McGrath, Clemenger BBDO Melbourne creative chairman , says: “It’s a very rare privilege to communicate about the very nature of the city you are culturally so connected to. While so many destinations are renowned for how they appear, importantly, the many effects Melbourne has on those who experience it are proudly at the heart of this campaign.”
The campaign will also run across cinema, online video, digital display, social, outdoor and a partnership with Virgin Australia.
Credits:
Client: Visit Victoria
Advertising Manager, Fiona Ive
Creative: Clemenger BBDO Melbourne
Production company: Revolver / Will O’Rourke
Director: Gary Freedman
Edit: The Butchery
Editor: Jack Hutchings
Online Edit: The Refinery
Editor: Eugene Richards
Sound House: Flagstaff / Sound Lounge
