Brisbane Favours The Bold

This campaign was an especially exciting project—not just because of the subject matter, but because of the creative process behind it. We collaborated closely with Brisbane Economic Development Agency and Content Lion from the very start, shaping the concept together rather than simply executing a brief.

Building on the 'Brisbane Favours the Bold' campaign originally developed by VMLY&R, we reimagined the idea through multiple perspectives — 8 in total. From Felons Beer Yoga to Home Country tours in Moreton Bay Region and fresh hotspots like Central restaurant, we uncovered Brisbane’s hidden gems in a whole new light. Each vignette begins abstractly, creating a mood and intrigue that doesn’t immediately reveal its subject or location. We draw the audience into a world, misdirecting them until the final reveal—often showcasing an unexpected location or experience.

This contrast of emotion and context was brought to life in static form through creative collaging and layering of imagery. The result is a unique tourism ad that is bold and unexpected, yet bright and inviting—just as Brisbane should be.