Brief
In the wake of the Australian bushfires, and then COVID-19, the Department of Foreign Affairs and Trade needed a global social campaign to help rebuild Australia’s international reputation as a safe and prosperous place to invest, trade, study and visit.
Idea
We used real stories of Australian innovation, collaboration and entrepreneurialism to showcase Australian success and spirit to the world, all encapsulated in the hashtag #AUspirit, reflective of Australia’s irrepressible sense of optimism and drive.
Execution
Through COVID-19 lockdowns, without the ability to shoot, we researched hundreds of stories, each bespoke to one of the fourteen key international trading markets. We crafted over 1000 pieces of social content (longform films, cutdowns and static content), across 6 social media platforms from Instagram to WeChat, for 14 different countries in 9 foreign languages, all using existing material – all in just 3 months!
