Publicis Mojo Melbourne releases feature length documentary to spotlight The Great Ocean Walk
Tourism Victoria’s newest nature experience, The Great Ocean Walk, has just been released to the world via an integrated communications campaign by Publicis Mojo, Melbourne.
The centerpiece of the campaign is a feature length documentary film, The Art of Walking, conceived by Publicis Mojo and produced by @radical.media. The 48-minute film follows the footsteps of three extraordinary people – environmentalist and ‘Planetwalker’ John Francis, legendary German ice-skater Katarina Witt, and Michael Milton, Australia’s most successful Paralympian and fastest-ever downhill skier. The three tell their own awe-inspiring walking stories as they embark on the 104km journey along Australia’s most spectacular coastline.
The journey is depicted at www.theartofwalking.com.au – a Mojo-made site that launched on Friday to support the campaign. The site allows visitors to watch The Art of Walking in bite-sized chunks, to view nine exclusive webisodes, and to follow the Great Ocean Walk using Google maps.
VIEW THE TRAILER:
Distribution strategy for The Art of Walking documentary was modeled onthe marketing of an independent film. It was offered to a range ofmajor media and entertainment partners, and was immediately picked upfor release both nationally and internationally.
Fairfax MediaLimited distributed 400,000 copies of the documentary via DVD toreaders of The Sunday Age on 27 March and The Sydney Morning Herald onSaturday (10 April), and advertised the promotion to its readersthrough 30sec TV spots, radio and online banners.
NationalGeographic Channel will broadcast The Art of Walking in Australia onSunday May 2 at 7.30pm, and also in Asia, Germany, Italy, New Zealandand the UK.
Virgin Blue, based on a partnership with TourismVictoria, will soon begin to screen the 60-second movie trailer onflights within Australia, and is considering scheduling the film forits international flights as well.
Says Dave Varney, leadcreative on the project at Publicis Mojo: “This has been a trulyamazing experience made possible by the sheer guts and forward thinkingof Tourism Victoria. It is inspiring to work with a client who has seenthe rich possibilities in authentic storytelling – and who has had thefaith to stand behind this approach to create a piece of communicationthat truly connects with people.”
Publicis Mojo Melbourne credits:
Creative Directors – Leon Wilson, Franklin Tipton
Digital Creative Director – Joel Thomson
Executive Producer – Corey Esse
Art Director – David Varney
Copywriters – David Varney, Sean Larkin, Lea Egan
Account Service – Alana Cobbledick
Senior Digital Producer – Kristy Hutchinson
Digital Art Director – Neal Latto
Technical Lead – Brendan McMahon
Agency Post Production – Tuesday Picken
Managing Director – Kellie Lennon
@radical.media credits:
Director – Zach Merck
Executive Producer – Rob Galluzzo
Producer – Michael Hilliard
Story Producer – Tim Daniels
Director of Photography – Peter Eastgate
Composer – Jonathan Dreyfus
Editors – Scott Walmsley, Sam Wilson
Media credits:
Sarah Thom – Mitchell Partners, Melbourne
27 Comments
Looks good.
Personally, only done 28kms of it so far.
Brought back great memories.
Makes me want to do the rest.
Job done.
fucking great music.
awesome doco. well done
Great stuff.
Inspired. Beautifully shot and edited, nice work.
Nice idea, just feels very flat and boring in its execution. Hope the film is much more engaging and exciting.
I was waiting for him to pull out a bottle of Johnnie Walker and take a swig.
But at least he saw a Koala Bear.
Wow. What a beautiful short.
It’s great to see something that doesn’t scream buy me come out of an advertising agency.
Ferfuxake 1.26!!!!!!!
Keep comments like that to yourself instead of ranting about every goddam thing that is released on this blog. I bet you’re one of those eighties coke-snorting joy-boys who had one half-decent ad and then snorted the rest of your career away. Now all you do is sit at the desk near the photocopier while you bitch and moan about every good piece of work that tries to do right by their client, the agency and the creatives behind it. Why can’t you accept that PR is for a reason and go suck someone else’s dick instead of your own for a change.
6:59
That was quite vicious.
You should write for Kyle Sandilands.
6:59 – perhaps you should get back to your law career.
I’ve seen the trailer for this in cinemas and thought that it looked really interesting, but let’s be honest I’d never go and watch it online. That’s why it’s brilliant they got it distributed with the Herald Sun and have distributed globally. Great stuff. Brilliant way to get global reach for the market.
I’d watch it online, because I like walking on tracks like that.
Job done. Nice work.
I agree beautiful shot love to do the walk as well…
More Radical Reality TV. You guys need your own channel.
Sure some people like it. It puts me to sleep .
Reality is boring. I prefer story telling.
Michael Hilliard is a dreamboat.
What a pleasant surprise to find mature and sophisticated work coming out of a traditional agency. I’m so over tiresome 25 year old boy fart and booby jokes.
fucking beautiful guys, as an OS creative, it made me so proud – well done! advertising becomes art. finally.
Radical just are..um.Radical. This really is the way forward! Cutting edge stuff…
I love this. As for 6.59, I have no advice I wish to waste.
Namaste.
Really really nice, wish I’d made it.
Walking’s not really my thing but… I actually couldn’t stop watching it.
I don’t believe you. I fell asleep.
What did the Story Producer do? There’s no story.
I think it is inspired.
Hate to tell you all….advertising isn’t art!!! It’s that thing that’s meant to sell stuff for clients….that’s what they pay $$$ for!!! Oops…..shit, sorry!!!!!!!
Franklin Tipton had NOTHING to do with this project, he arrived after it was launched, all credit to Leon, Correy, David and Joel.