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South Australian Tourism Commission: 5 Days in a State of Wonder
TBWA Adelaide
Tourism marketing strategy generally starts with a view to build memory structures out of iconic scenery, through repetition. A whole part of the world gets distilled down into a few ‘postcard’ experiences.

Traveling around South Australia made us realise we couldn’t do it justice this way; nor was it SA’s style to engineer the perfect marketing moment. Our travels had revealed a place that was refreshingly non-commercial, potentially to its detriment.

So, in-place of high-frequency ‘postcard porn’, we set out to open a window into what five days in South Australia was genuinely like. So we let the place sell itself, without the ‘advertising’ getting in the way.

The creative idea was ‘5 Days in a State of Wonder’, a 120hour, non-stop, single-shot film that was played back in real-time to a national audience. Covering over 2,500KMs, the film explores the best regions, events and experiences of South Australia.