The overall campaign focuses on showing the grittier and ’real’ City of Logan.
A beautiful, off-the-beaten track destination that is raw, real and unrepentant.
We have carried this theming with fast-paced edits and an edgy song, bold over-saturated colours, lens flares and a bold type face to give the impression of a contemporary music video rather than a City Pride piece. Our goal was to showcase the melting pot of culture, people, community, and unique locations that can be found in Logan and to evoke a sense of ownership and pride within the community. We have further achieved this through the motif of characters looking directly down the barrel of the lens in various locations across the city. This allows the viewer (a resident of Logan) to connect with the characters and see themselves reflected in this vast multi-cultural community.
