‘1 Day in Paradise’ films go live as SapientNitro launches Tropical North Queensland campaign

Tourism Queensland has launched a series of 20 short films as part of a “1 Day In Paradise” campaign created by SapientNitro.

The agency was previously the creator of the tourism body’s renowned Best Job In The World campaign.

Filmmakers shot the videos on GoPro cameras, which can be strapped to people or devices, with the brief to create “adventurous by nature” films that would evolve the brand story for Tropical North Queensland.

The stories told by established filmmakers and novices alike — such as Australian Tropfest and film industry award winners, a former taxi driver and a “shark cowboy” famous for lassoing sharks — told stories as varied as their characters.

The CEO of Tropical North Queensland, Rob Giason said in the announcement: “By enforcing the rule of shooting only on aGoPro, this challenge has stripped away all the bells and whistles filmmakers traditionally rely on and forced them to really test their creativity to its limits. What we’ve ended up with are 20 wildly different but utterly compelling films.”

Ralph Barnett, creative director atSapientNitro, added: “Our challenge was to entice Australians up to Tropical North Queensland to experience the incredible diversity of adventurous activities on offer.

“By creating real, relatable and shareable content built on a foundation of engaging human stories enabled us to showcase the beauty of the region – and provide people with a tangible reason to visit.

“The challenge to 20 of Australia’s most exciting filmmakers was to create quality content and authentic human stories that engage and create desire, and redefine what it means to be in ‘paradise’.”

The films now available on YouTube will also be featured in pop-up screenings in Melbourne, Brisbane and Sydney.

SapientNitro has also created cinema, TV and online marketing support for the campaign.

David_Gulliver 1 Day in Paradise Campaign SapientNitro


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