Sunshine Moments, created in partnership with Visit Sunshine Coast (VSC) and creative agency BCM, taps into a world of sunlight and life's best moments to not only promote a holiday up north, but the power of solar.
The campaign portrays individuals enjoying life’s brightest moments in the sunshine across nine different locations in the Sunshine Coast.
Sunshine Moments is centred around enjoying life under the bright Australian sun and highlights an array of laughs, surfing, horseback riding and drinks with friends.
BCM director Josh Zaini relied on solar power to film the campaign across nine hero locations across the Sunshine Coast.
VSC worked with companies including EarthCheck and Reforest to remove emissions generated from aspects of the production that were not able to be solar powered.
Sunshine Moments is live across Queensland, New South Wales and Victoria across multi-media platforms including Facebook, Instagram, WeAre8, Broadcast Video on Demand (BVOD), YouTube pre-roll, Programmatic Display and Native Tiles.
BCM Group creative lead Andy Ward, said: “It felt right for the brand. Creating an ad out of the very thing they’re known for. It also allowed us to showcase the sheer beauty and wonderful moments on the Sunshine Coast within the world-first solar-powered television commercial (TVC).”
The agency, film crew and local talent involved in the shoot also took steps to travel sustainably while in the destination.
Tom Manning, creative lead at Red Havas - Melbourne shared his thoughts with AdNews about the campaign's effectiveness in making him want to pick up his phone and book a flight to the Sunshine Coast.
Manning: “As someone who has yet to visit the Sunshine Coast, does this campaign tempt me to grab my phone and search for flights? Yes and no.
“Visit Sunshine Coast (VSC) and the BCM team certainly nailed all the category conventions of a tourism ad. There’s sun, sea, and sand. Smiling Sunshine locals and happy holidaying families. Wholesome horse riding and outdoor other activities, punctuated by beer!
“But play the film on mute and it could be a commercial for almost any travel destination. Take it off mute, and the voiceover sounds stuck between reciting a poem and a delivering brand manifesto. It’s an effective ad for holidays in general — it reminds me of how long it’s been since I last went away! — but I’m not sure why I should go to the Sunshine Coast.
“However, the campaign is powered by sunshine? Elegant, strategically smart, a brilliant ‘product demo’.
“I hope there’s a ‘making of’,” I thought to myself. And there is! And it’s great! If only there’d been a way to bring this strong and simple idea into the limelight (or sunshine).”
Visit Sunshine Coast head of marketing Kelly Ryan said: “Here on the Sunshine Coast ,we’re both sunny by name and sunny by nature, with the campaign inviting visitors to come here and find their Sunshine Moment.
“Sunshine Moments is all about sharing these experiences that make the Sunshine Coast so special with holiday makers, and giving them the freedom to come here and do what they love and cherish those moments that matter to them."
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