South Australia Tourism Commission -
The Great Australian Cattle Drive 2007
The brief: The Great Australian Outback Cattle Drive is a biannual event that draws great publicity, both nationally and internationally.
With limited places on each trip, our task was primarily to intrigue the people who wouldn't be able to go, and to get them to consider the Outback as a future holiday destination.
The challenge: The Australian Outback is one of the world's last frontier territories, and the Cattle Drive is a rare opportunity for people to follow in the footsteps of pioneers and adventurers.
From an art direction perspective, I decided to avoid a hamfisted overstated approach.
Instead, I wanted to let the audience's imagination do the work. Rather than talk about the Cattle Drive being an epic adventure, I chose to show the open panoramas of the outback.
My brief to my team was to think in widescreen. Key images had to be panoramic, the colour palette evocative of the hues of the outback, the design understated so the imagery could take centre stage.
Results: The 2007 Cattle Drive sold out rapidly, and interest was at a record high. On a sadder note, due to extreme drought conditions, the event will not be run in the foreseeable future. It's the end of an era.
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The Great Australian Cattle Drive Website
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