When it comes to picking international vacation destinations, food and wine are incredibly important factors.
But in 2015, Australia’s most famous cuisine was still cheap beer and shrimp on barbies.
So we rebranded the entire country as a really nice restaurant and invited everyone to sample the menu.
Spikes Silver - PR - Events and Experiential
ADMA AC&E Awards - Finalist - Integrated
We launched with a 3 minute film shot in all 8 states of the country. It aired across the world and premiered at the Sydney Opera House Open Air cinema.
We invited the Australian food and wine industry, from primary producers to restaurateurs, to help us create an interactive insider's guide to every corner of the country.
The campaign culminated in an incredible meal at the controversial MONA gallery in Hobart, Tasmania. 86 of the world's most influential names in the global food and wine scene were invited to experience the best Australia had to offer. The event even spawned a TV show documenting the journey of the three celebrity chefs to prepare the greatest meal in Australian history (that we weren't invited to).
