The Best Job in the World
We wanted to increase international awareness of Queensland’s islands of the Great Barrier Reef, and transform a popular day-trip destination into an international tourist’s dream holiday. In a time of rising unemployment, we created the best job in the world: the too good to be true Island Caretaker role, a genuine employment opportunity with Tourism Queensland. Anyone could apply, and the successful candidate would spend six months living above the reef, exploring the region and reporting back to the world. With a US$1.2million budget, we placed simple recruitment ads and created a worldwide phenomenon. The campaign was awarded two Black Pencils, in Integrated and Direct/Integrated.
- Direct Integrated
- IntegratedIntegrated
Year
- 2010
Country
- Australia
Art Director
- Cristian Staal
- Ralphie Barnett
Copywriter
- Merrin McCormick
Creative Director
- James Burchill
- Nancy Hartley
Senior Digital Producer
- Jason Kibsgaard
Advertising Agency
- SapientNitro
National Planning Director
- Darren McColl
Account Director
- Anne Maree Wilson
Digital Account Director
- Adam Ford
We wanted to increase international awareness of Queensland’s islands of the Great Barrier Reef, and transform a popular day-trip destination into an international tourist’s dream holiday. In a time of rising unemployment, we created the best job in the world: the too good to be true Island Caretaker role, a genuine employment opportunity with Tourism Queensland. Anyone could apply, and the successful candidate would spend six months living above the reef, exploring the region and reporting back to the world. With a US$1.2million budget, we placed simple recruitment ads and created a worldwide phenomenon. The campaign was awarded two Black Pencils, in Integrated and Direct/Integrated.