Tourism Tasmania champions local artists with new AI generator, via BMF
Tourism Tasmania has launched a new campaign utilising ‘TasmanAi’, an artificial intelligence image generator that will turn people’s prompts into original art made by local Tasmanians, via BMF.
Inviting people into their weird and wonderful ideas, the new campaign champions the ‘Tasmanian way of life’ and the reasons to visit – its craft, passion, realness and authenticity.
“AI is great, but why let robots have all the fun? We’re excited to remind Australians that Tasmania is the most inspiring place on earth and prove just how creative us meatbags can be,” said Casey Schweikert, creative director at BMF.
“After all, databases of stolen jpegs are no match for Tasmania’s wealth of artistic talent and wildly stimulating views.”
Tourism Tasmania has collaborated with nine local artists with backgrounds in a range of artistic mediums – ceramics, acrylics, oil and crayon.
People can submit their most inspired prompts coupled with a Tasmanian location via the ‘TasmanAi’ website, and receive their own, unique Tasmanian artwork.
CMO of Tourism Tasmania, Lindene Cleary, said ‘TasmanAi’ is about highlighting what makes Tasmania different.
“While AI has its place in the world, the Tasmanian way of life is authentic and creative, where producing original art with meaning takes time, soul, and humanity,” she said.
“These are the things visitors will experience on a holiday in Tasmania – they ‘come down for air’ by slowing down, seeing the beauty beyond the surface, and making real connections. And of course, having a little fun.”
The campaign is rolling out across online and social, through PR, and artist activations.
Credits:
Client: Tourism Tasmania
Creative agency: BMF
Chief creative officer: Alex Derwin
Executive creative director: David Fraser
Creative directors: Casey Schweikert & Rees Steel
Art director: Imogen Wetzell Ramsey
Copywriter: Declan Harrick
Design director: Fiona McLeod
Planning director: Thomasine Burnap
Client services director: Edward Hughes
Senior account director: Rebekah O’Grady
Account director: Brigitte Davies
Head of TV: Jenny Lee-Archer
Agency producer: Jess Vella
Art buyer: Basir Salleh
Digital agency: Orchard
PR agency: Havas Red
Media agency: Starcom
Production company: Good Oil
Director: Taylor Ferguson
Sound production: Rumble
Subscribe to the daily newsletter
Got a tip?
Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
Have your say