Brisbane Favours The Bold 2026

Building on the momentum of our previous work, we partnered with Content Lion and BEDA to evolve the Favours the Bold campaign with a fresh energy for 2026. This approach strikes a deliberate balance between a grounded, authentic narrative and the bright, summery aesthetic that defines Brisbane. The resulting direction is world-leading, yet humble, leaning into a sense of quiet confidence that is bold in its execution while remaining consistently warm and inviting.

The campaign follows four friends discovering the city on their own terms, inviting the audience to experience the journey as the fifth member of the group. While capturing key tourism highlights, we also sought to prioritise the smaller moments in between. A sun-drenched river ride is treated as being as essential as the dinner destination, uncovering the true heart of Brisbane by looking beyond typical attractions.

A greater focus on Brisbane, achieved through both brand colour and the prominent use of the city's name, elevates the creative. This ensured the photography captured the genuine emotion of each moment while reinforcing the strength of the enduring Brisbane brand.