Tourism Queensland: Best job in the world

Advertising Agency: CumminsNitro Brisbane, Australia
Creative Directors: Nancy Hartley, James burchill
Art Directors: Ralphie Barnett, Cristian Staal
Copywriter: Merrin McCormack
Other additional credits: Adam Ford, Jason Kibsgaard, Darren McColl, Edwina Gilmour, Anne-Maree Wilson
Published: January 2009

26 comments

Guest's picture
Guest

how many people does it take to do something soooo simple?

Guest's picture
Guest

suits, studio, web, clients
it's credit where credit's due

Guest's picture
Guest

this was part of a huge PR campaign.
awesome stuff for next to no money.

Guest's picture
Guest

Brilliant. And brilliant.

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Guest

Think it could have special, platinum lion as Fallons BMW. excellente!

Guest's picture
Guest

Brisbane genius.

Guest's picture
Guest

i don't get it, can someone explain?

Guest's picture
Guest

17.54 pull your head out of your ass. Wicked work. Friggin green and Cannes gold.
Bevo

Guest's picture
Guest

Cannes Gold in my opinion!

Guest's picture
Guest

This is a copy of Droga's work for Steinlarger

Guest's picture
Guest

What Gold??
The campaign derailed into a mess. After the buzz thousands of applications were rejected only for one reason: campaign mismanagement and saving on bandwidth costs:

World's best job is 'world's worst contest':
http://www.brisbanetimes.com.au/news/travel/worlds-best-job-is-worlds-...
http://bluebikini.wordpress.com/

Guest's picture
Guest

Love this campaign. So much that I even entered.

http://www.islandreefjob.com/#/applicants/watch/xiB7Igkm1B8

Guest's picture
Guest

Is this a great ad? Not at all.
It's a very good online/publicity campaign, that was noticed because just about every second blog and newspaper wrote about it, but this print ad itself would have done very little to get people to sign up for the contest. It's downright boring, infact.

bottleHeD's picture
bottleHeD
84 pencils

Is this a great ad? Not at all.
It's a very good online/publicity campaign, that was noticed because just about every second blog and newspaper wrote about it, but this print ad itself would have done very little to get people to sign up for the contest. It's downright boring, infact.
(sorry, forgot to login)

cristian Staal's picture
cristian Staal
8 pencils

Actually it was this very print ad in 6 different languages in all the major newspapers around the world that got people to apply for the job. This ad, online recruitment ads and "Job vacancy apply within" posters at travel agents in fact. But if you look at this ad as a one off ad and totally ignore the idea, then yes it is very very boring. All job application ads are.

Guest's picture
Guest

[Is this a great ad? Not at all.
It's a very good online/publicity campaign, that was noticed because just about every second blog and newspaper wrote about it, but this print ad itself would have done very little to get people to sign up for the contest. It's downright boring, infact.]

I nominate you for Gold in the 'missing the point ' awards. The point of writing an ad is not the write a great ad, but to get a great response. Not to make us look good, but to make the client look good. This is a brilliant campaign. For screw all money it gets publicity all around the world and makes people realise what a wonderful product the client has. It makes millions and millions pf people want to experience the product.

If that doesn't conform to your idea of what a good ad is, then that is sad for you, not for the ad or those who created it.

I hope it wins big.

Guest's picture
Guest

I'd like to second that.

bottleHeD's picture
bottleHeD
84 pencils

I still say the ad was just a formality. Every person I know of who had heard of this job, either read it on a blog, in a newspaper, or saw it on the news. Nobody's I know of has seen the ad.

As for publicty, news agencies do not report directly on print ads. In all probability, they would have recieved a press release, or a call to a press conference.

So if it wins for campaign or PR, yeah, I'd support that. Best ad? Not by a long shot.

cristian Staal's picture
cristian Staal
8 pencils

You are right. The news agencies were sent a press release, but it was of the newspaper ad with details blurred so they had to go to the print ad in newspapers. There was no press conference. So in this case news agents did report directly on a print ad. Thought you might want to know.

bottleHeD's picture
bottleHeD
84 pencils

Well, that still means the PR dept had to take that first step of sending out the release anyway, right?
Anyway, thnxx for the concrete info. How'd you come across it?

Guest's picture
Guest

Good ad - bad ad, on the surface its the best marketing idea i have seen in years.
On the creative side the Agency did a fantastic job and thinks out of the box. On the strategic side I am not so sure.
They definitely got the biggest audience for the smallest effort. Agegroup 18 to 38. mmmm , not really the highest income group.
I am an advertising analyst residing in a little paradise in Honduras, we have our own little barriere reef here. And this age group 18 to 38, they are coming to us diving, even from Australia and from NZ. Our islnd Utila is bursting of people of similar age and interest. And its so much cheaper here. So money counts at the end. What is the worst for a young person. Its a empty lonesome island. They are looking for a crowd, to be with many people to fall in love, or hang out with, get drunk and dance till sunrise. This campaign promoted lonelyness and isolation, not a great message to this agegroup.
So lets wait for the numbers.
I am looking forward to receive the long term results about the increase of tourism in the advertised areas.

And the writer above is wrong, the product is not the barrier reef, the product is a vacation (package) that has to fit a wish. Not the agency nor the client have to look good, the customer has to "look happy".
Thanks
Lisa Price
Kitesurfing Belize KSB

Guest's picture
Guest

I agree with you 100% except for one detail that puzzles me.

You write: "And the writer above is wrong, the product is not the barrier reef, the product is a vacation (package) that has to fit a wish. Not the agency nor the client have to look good, the customer has to "look happy"."

I have read every post, and no one has written that the product was the barrier reef. You are reading in.

I wrote: "For screw all money it gets publicity all around the world and makes people realise what a wonderful product the client has. It makes millions and millions pf people want to experience the product."

Please note I said the client had a wonderful product. I did not say the product was the reef. The product is the experience of visiting the reef. The client ultimately sells holidays (or to be technical, the client's clients sell holidays as this is a marketing organization representing tourism operators) and will make their money when people come to the area. This promo made millions of people picture themselves there and think about how wonderful it would be if they were. And it did it for a small budget. Smart, smart thinking. Good campaign. Great work.

Guest's picture
Guest

absolutely deserved it. this is freaking genius of a campaign.

Leo Paul James's picture
Leo Paul James
22 pencils

It has to be the whole campaign and its not that this ad alone was brilliant. But...but.....may be...its the just the ad too!

rintintintin's picture
rintintintin
39 pencils

perfect!

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