Tourism Victoria | Lead a Double Life | Australia

The US$6 million campaign follows Hollywood-based Australian actress Isabel Lucas as she explores the countryside and reminisces about the night before.

Creative agency Publicis Mojo contrasted the day and night of Lucas’ life and presented the campaign as a hauntingly beautiful dream.

“It is a region where visitors can enjoy indulgence and go home ‘purified’ with a real sense of wellbeing. It’s about finding a perfect balance and will be expressed in the advertising as a place where you can lead a double life,” said Graham Middleton, executive officer of Daylesford and Macedon Ranges Tourism.

The campaign is also launched through print, online and in cinema across Australia with a particular focus in Sydney, Adelaide, Brisbane and Canberra.

Victoria is taking this opportunity to restore its tourism industry after devastating bush fires in February.












Credits:
Project Lead a Double Life
Client Tourism Victoria
Creative agency Publicis Mojo, Melbourne
Executive creative director Darren Spiller
Art director Christy Peacock
Copywrtiers Leon Wilson, Hilary Badger
Editor Rohan Zerna
Agency producers Corey Esse, Tuesday Picken
Producer Wilf Sweetland
Production company Exit Films
Director Mark Molloy
Director of photography Greig Fraser
Post-production company Digital Pictures Iloura
Music & sound production Level Two Music & Mix, Gusto Music
Exposure Television, print, cinema