Destination NSW asks Australians ‘when was the last time?’ in Hunter Valley campaign

Destination NSW has released a new campaign for the Hunter Valley wine region by asking Australians: “When was the last time?”

The Here’s to the Good Life campaign, created by JimJam Ideas, features a couple travelling through the Hunter Valley while questions roll across the screen. The ad asks viewers when they last “took off on a whim”, “met a legend” and “made love in the afternoon”.

Captured in black and white film, the ad is backed to Rag’n’Bone Man’s Human.

The campaign is running across cinema, TV and online.

Andrew Crocker, JimJam executive creative director, said the ad aims to help Sydney residents get out of the city and remember what matters in life.

“I think as Sydneysiders we get stuck in Sydney and forget about the things that truly matter in our lives, like connecting with partners and friends. This is what the good life is about. Simple, little pleasures. And the Hunter has them in spades.”

Charlie Cook, creative director at JimJam, added: “The locals are incredibly passionate and proud. Many businesses have been through several generations of the same family. But as a destination they were being overlooked for other ‘newer’ places. In all honesty there’s really only one Hunter Valley. And it’s a hard one to beat. Hopefully we’ve helped put it back up on the pedestal it belongs.”


  • AGENCY – JimJam
    ECD – Andrew Crocker
    CD – Charlie Cook
    ART DIRECTORS – Patrick Andersson and Mike Miller
    GROUP BUSINESS DIRECTOR – John Campbell-Bruce
    DIRECTOR – Gemma Lee
    PRODUCER – Alan Robinson
    DOP – Ben Shirley
    EDITOR – Simon Njoo
  • CLIENT: Destination NSW

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.