Challenging traditional ideas of coastal travel.
True North is challenging traditional ideas of coastal travel in a campaign via Today the Brave.
“We’re really excited to challenge Aussie expectations of what our coastline really looks like and what it has to offer,” said Today the Brave senior art director Kate Idle.
“We’re proud of this next iteration of our ‘Life’s Different After’ campaign, as we take on category tropes in a more human and artistic way.”
Building on the brand’s Life’s Different After platform, the new campaign marks a new chapter for the brand as it continues to grow its local presence.
Across digital and social, photography is narrated by headlines confirming that this is not the coast people know.
The campaign will run across digital video, programmatic and social, with placements across Kargo, Seedtag, News Corp, The Guardian and Qantas channels.
The campaign will also be supported by a suite of video assets in multiple formats including 30”, 15”, and 6” across 16:9, 9:16, 1:1 and 4:5.
“After almost four decades exploring this coastline, I can say with certainty: most Australians have no idea what’s really out there,” said True North general manager and director Chad Avenell.
“We’ve built an idea of coastal travel that’s safe and familiar, but the real coast, the one we see from the water, and by helicopter is something else entirely.
“It’s raw, remote and completely unexpected. This campaign is about inviting Australians to rethink what travel here can look like and showing them a version of the coast that’s far beyond the everyday.”
