Adelaide. Breathe

3 February 2014

Advertiser: SA Tourism
Creative Agency: kwp! Advertising

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The South Australian Tourism Commission has launched an surreal, music video-style ad to promote Adelaide, billed as the "third chapter" in a trilogy of commercials directed by Jeff Darling and produced by Kate Sawyer from Moth Projects, featuring a soulful cover of INXS hit 'Never Tear Us Apart' performed by Brisbane artist Emma Louise.

Created by KWP! Advertising, 'Adelaide. Breathe' follows on from 'Let Yourself Go' for Kangaroo Island and 'Barossa. Be Consumed' for the Barossa Valley. The new ad features "evocative visuals" of Port Willunga beach, McLaren Vale, the Adelaide Hills and historic Port Adelaide warehouses as well as iconic elements of the city including Adelaide Oval, the Art Gallery, Rundle Street lantern, and Adelaide’s laneways.

The $4-6 million campaign will run across TV, print, online and social media, with the first phase to focus on Sydney with some activity in Adelaide and South Australia, later expanding to Melbourne and Brisbane. SA Premier Jay Weatherill said the ad would "spark debate" and challenge people's traditional perceptions of the city.

"It will get people talking about and travelling to Adelaide to find out for themselves what it is that is changing here," he said. "With Lonely Planet naming Adelaide as one of its top 10 cities to visit in 2014, this campaign is a great chance to capitalise on that publicity and give people even more reasons to come here.

“This city is changing so we want to celebrate that and entice more visitors to discover the new Adelaide. The commercial was produced by the same creative team – Jeff Darling and Kate Sawyer from Moth Projects – who produced last year’s award-winning 'Barossa. Be Consumed' commercial, as well as the Kangaroo Island 'Let Yourself Go' ad.

"Adelaide as a tourism region is the State’s largest contributor towards visitor expenditure and visitation, however, research conducted interstate has shown that outside of the world famous festival season and wine regions, many visitors don’t know what to expect from Adelaide.

“Research also shows people are shunning big cities and hectic holidays, and seeking smaller, more intimate destinations where they can take the time to immerse themselves. The campaign shows how Adelaide provides the perfect answer to this – it offers a diverse array of experiences that are more accessible than other capital cities, while capturing the energy and quirky spirit of our state."


Director: Jeffrey Darling
Executive Producer: Sarah Blair
Producer: Kate Sawyer
Creative Director: James Rickard, KWP! Advertising
Media Planning/Buying: MEC
Art Director: Tom Churchill-Brown
Gaffer: Jason Rogers
High Speed Camera Technician: Daniel Mayne
Editor: Adam Wills
Production Company: Moth Projects
PR: PEPR and Burson-Marsteller

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