Gold
CAMPAIGN
Trial by Timeline
AGENCY
Colenso BBDO New Zealand
CLIENT
Amnesty International
BRAND
Protect The Human
DETAILS
CAMPAIGN SUMMARY

To increase awareness & support and create true understanding as to the role they play, Amnesty International wanted to give New Zealanders a first-hand experience of life in countries where human rights aren’t afforded. We created Trial by Timeline – an application that used the plethora of available personal data from your Facebook Timeline to create a personalised, socially shareable experience that showed you what your everyday behaviour could cost you in other countries. In a country as fortunate as New Zealand, Amnesty are only understood and supported by a few. People lack the context in their every day lives to fully appreciate that, the freedoms we take for granted, are conspicuous by their absence in other countries around the world. This case study explains how a local campaign with no paid media support managed to reach an audience of over 15 million people.
CAMPAIGN
Taking the Gloss off Tourism Marketing with the Remote Control Tourist
AGENCY
Clemenger BBDO Melbourne
CLIENT
Tourism Victoria
BRAND
Melbourne
DETAILS
CAMPAIGN SUMMARY
Destination marketing in Australia could colloquially be described as ‘Tourism porn’. ‘Tourism porn’ is a rose-tinted visualisation of a destination: beautiful people, impossibly gorgeous landscapes, sumptuous food, and the sandiest sandy beaches imaginable. However, this wasn’t always the case. In a highly rational category twenty years ago, Tourism Victoria embraced a more emotive communications platform. This fresh approach successfully positioned Melbourne (Victoria’s capital city) as a romantic cultural hub with hidden laneways, foodie hang-outs and multicultural diversity. But with success came imitators. And a style that was once unique became more and more clichéd and generic. Not only was the category’s communication becoming clichéd, it had also failed to change with the times. The information age had given people unlimited access to the ‘real story’ online through peer review websites. Yet seemingly nobody had rethought how to engage people in this new world of consumer control and influence. The ‘Melbourne Remote Control Tourist’ campaign embraced this change, and invited people to discover the real Melbourne themselves. No soft focus, no scripting, no retakes. The campaign got the world talking, with people from 3,888 cities taking part and over 150 million media impressions earned, at a conservative value of $3.7 million.
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters