To develop a national campaign that promotes regional living to those currently residing in Australia’s capital cities.
Regional living has a lot of advantages when compared to life in the big capital cities. The primary idea of this campaign was to make these comparisons using everyday scenarios that those living in cities could instantly relate to. Whether it be the affordability of housing, the lack of traffic, access to nature or endless career opportunities, when you stop to think about it, the benefits of regional living really start to add up.
We developed a fully integrated campaign that included a series of TVCs, radio ads, digital, outdoor and social media assets. The campaign was shot in Queensland and New South Wales, featuring a variety of regional locations, regional talent and a regional crew.
Featuring the strong call to action of ‘Move to More’, the campaign positioned life in regional Australia as offering more in every sense.