Memories, moments and history.
The Ekka is celebrating its 150th year in Queensland in a campaign via Engine.
To help bring the campaign to life, the team went back through 150 years of Ekka memories, moments and history.
Weeks of digging through Queensland State Library archives, old newspaper footage, Courier Mail hard drives and the Ekka’s CD Rom media library.
“Whilst it was a big responsibility, it was an absolute treat to bring a fresh creative approach for this year’s campaign in the Ekka’s 150th year,” said Engine managing director Tim Weger.
The campaign is rolling out across TV, radio, outdoor, press, digital, social, EDM and partner assets distributed across Queensland.
Engine creative director Mike Fritz said the campaign quickly became far more emotional than the team originally expected.
“The deeper we got into the archives and old footage, the more we realised this wasn’t really a campaign about an event,” said Fritz.
“It was about generations of Queenslanders sharing the exact same experiences, just in completely different decades.
“One minute you’re looking at a photo from the 1930s, the next you realise someone’s kid is pulling the exact same face on a ride in 1987.
“That’s when we knew the campaign had to feel built from memories, not just advertising.”
