Tasmania’s most unique events venue launches first-ever ad campaign via Born
Once one of the world’s largest wood chip mills, and now a unique Tasmanian events venue, Spring Bay Mill, has rebranded and unveiled its first-ever advertising campaign, via creative agency Born.
Owned by Wotif’s founder, Graeme Wood, the venue is described as a “place of discovery” where people can break free from routine and “think bigger” – and the rebrand leans into this, asking the audience to look beyond the conventions of life.
Challenging the events category with a fresh perspective on how people come together, the brand story acknowledges the site’s industrial past, and celebrates its natural, coastal surroundings.
Through a visual and verbal system, it unifies the mill’s various spaces – from the repurposed industrial amphitheatre to the ‘garden-to-plate-to-garden’ dining.
“This isn’t about hosting events – anywhere can do that, and often they do it badly. Spring Bay Mill has always been about showing the world how life can be different – how it can be better,” said Wood.
“When we bought the mill, we took something destructive and turned it into something extraordinary. And this work is a representation of this, inviting others to do the same: rethink, reconnect, and embrace a more interesting life. Because, ordinary is so boring – and it’s a waste of energy – and energy is all we have.”
With the rebrand comes the mill’s first-ever advertising campaign, ‘Unconventional, By Nature’.
It tells the story of those who have chosen to look beyond the conventions, the people who were drawn to the venue for its unapologetic rejection of the ordinary.
The campaign was developed by creative agency Born, and brought to life with indie production company Last Humans.
David Coupland, strategy director at Born, said this project was unlike anything the agency has ever worked on.
“It became clear from the start that we weren’t just rebranding an events venue – we were telling the story of a place that fundamentally reimagines what the world can be, and how people can come together within it,” he explained.
“We needed to provide a totally new philosophy and perspective on how we think about how we spend our time.”
Coupland concluded: “It really is a place like nowhere else – everyone should go.”
The campaign is rolling out via a series of videos, OOH, and digital content.
Keep up to date with the latest in media and marketing
Got a tip?
Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
topics
Born
Campaign
creative
creative agency
David Coupland
Graeme Wood
mill
Spring Bay Mill
unconventional
wood mill
Have your say