News

Nick Cave provides soundtrack for moody Barossa Valley ad

A new campaign for South Australian Tourism Commission promoting the Barossa Valley has been launched featuring a moody 100 second video created by KWP!.

The first part of the Be Consumed campaign focusses on the food and wine available in the area. The ad features shots of a man and woman walking through the region, filmed with a muted colour palate and set to Nick Cave and the Bad Seeds’s Red Right Hand.

The rest of campaign will be launched at the start of next month.

The ad, which will air on cinema and TV, was created by the same team behind the Kangaroo Island “Let Yourself Go” campaign of 2012, including director Jeff Darling. The social media element of that campaign was the subject of much controversy after it was revealed several celebrities had been paid to tweet about it.

Darling said, “After Kangaroo Island, it was fascinating to revisit the tourism genre, to open up the language and to bring out the soul of another, very different place. The approach was to bring out a sense of vitality, heritage and for me this frontier sense that is borne out of its producers and the experience of spending time there.”

Tourism Barossa chairman Chris Pfeiffer said he hoped the ad would be “instrumental” in bringing more visitors to the region.

South Australian Tourism Commission has also recently released a series of short films promoting the region through the eyes of local filmmakers.

The short films feature a range of themes, primarily focussed on Adelaide, including the Central Markets, Adelaide’s music scene and the city’s growing food van culture.

Credits:

  • Creative Director: James Rickard
  • Creative Team: James Rickard, Michael Gagliardi
  • Media Team: Natalie Morely, Lucy McFarlane
  • Account Team: John Baker, Tristan Glover
  • Art: Jodie Kunze
  • Agency Producer Di Willson
  • Client Team: David O’Loughlin, Emma Fletcher, Melissa Librandi
  • Director/DOP: Jeffrey Darling
  • Post Production: Kojo
  • Production Company: Moth Projects
  • Producer: Fiona McConaghy
  • Editor: Adam Wills
  • VFX: Marty Pepper
  • Music: Red Right Hand, Nick Cave & The Bad Seeds
  • Sound Engineer: Justin Astbury, Kojo
ADVERTISEMENT

SUBSCRIBE

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