For over two weeks in January 2018, we convinced the world that a new Crocodile Dundee film was on the horizon. Under the guise of a franchise reboot, the campaign blatantly showed the best Australia had to offer before revealing the truth during the Super Bowl: it was all an elaborate tourism campaign for Australia.
In only five months, the campaign has already brought in over $6 Billion to the Australian economy.
Cannes - Titanium, 3 Gold, 4 Silver One Show - 4 Gold, 2 Silver, 4 Bronze D&AD - Yellow Pencil, 3 Silver, 3 Wood AdAge Content Marketing of the Year
The moment the ad aired, every campaign element flipped from Film to Tourism.
Agency: Droga5 New York Creative Directors: Chris Colliton, Kevin Weir Associate Creative Directors: Jim Curtis, Ryan Fitzgerald Design: Devin Croda, Jen Lally Executive Producer: Andrew Slough Directed by Steve Rogers