Nothing’s changed but everything’s different in Brisbane, according to new campaign by VMLY&R and Ikon

“Nothing’s changed, everything’s different”, proclaims Brisbane Marketing’s latest campaign, created by VMLY&R in partnership with Ikon.

The work is the first devised by the agency partnership since the account was awarded in September following a competitive pitch process.

https://www.youtube.com/watch?v=mQzR-Zz-bfw

“We bloody love Brisbane – we know locals do as well – so it was important to partner with the Brisbane creative community, established and emerging, to help bring the brand idea to life,” Brisbane MD of VMLY&R, Adam Kennedy,  said.

“We hope this campaign will drive Brisbane residents to share their love and passion for their great city.”

Stephen Lance and Mairi Cameron are the directors behind the film, and worked with photographer Jesse Smith.

The soundtrack to the film is a Megan Washington cover of Powderfinger’s ‘My Happiness’, with the exploration of Brisbane ending at a live performance by Washington. It’s the first time the song has been licensed for commercial use.

“Getting Megan and Powderfinger onboard is a coup, particularly as My Happiness is such an iconic Brisbane song,” said Kennedy.

“Re-recording with Megan provided a new perspective on a track we all know and love and sheds a fresh light on our great city while still maintaining its warm, welcoming attitude.”

30 and 60 second versions of the films will run across free to air and cinema, supported by large format out of home, targeted print, online, social media and PR. The hashtag #mybrisbane and website mybrisbane.com.au are underlining the campaign efforts.

Also as part of the campaign, Brisbane street artist Sofles will paint a mural in Fortitude Valley, to be updated four times during the campaign period. Sofie Formica, a local media personality, will contribute social content.

“Brisbane has seen extraordinary growth in visitor numbers, infrastructure development and tourism product over the past five years,” said Brisbane Marketing chief commercial operator, Rob Nelson.

“Our industry has collaborated to deliver Visitor Economy 2031 Vision for Brisbane Region, an innovative and ambitious strategy to secure an additional $6.5 billion in visitor expenditure each year. The launch of ‘Nothing’s Changed, Everything’s Different’ is a critical step towards delivering this vision.”

The second phase of the campaign will be launched in April, targeting interstate visitors via activity across New South Wales, Victoria and South Australia.

Credits:

Client: Brisbane Marketing
Creative Agency: VMLY&R Brisbane
Production Company: Taxi Film Production
Post-Production Company: The Post Lounge
Media Agency: Ikon Brisbane