Matesong
With Brexit looming, Tourism Australia anticipated a drop in British tourists, as big vacations were less of a focus amid such uncertainty. The brief was to encourage Brits to continue considering Australia. So M&C Saatchi used Brexit to its advantage, creating Matesong - a reminder to the UK that even though things weren’t great, they could rely on their mates Down Under, because there’s always been a special bond between the two countries. Results: 182M digital impressions; 46M online views; $40M in earned media. And Australia became the #1 searched holiday destination globally.
- Sound Design & Use of MusicOriginal Composition
Country
- Australia
Client
- Tourism Australia
Production Company
- Revolver/Will O'Rourke
- Somesuch
Advertising Agency
- M&C Saatchi Sydney
Chief Creative Officer
- Cam Blackley
Executive Creative Director
- Mandie van der Merwe
- Avish Gordhan
Group Creative Director
- Andy Flemming
Senior Copywriter
- Curt McDonald
Copywriter
- Chris Brailey
Senior Art Director
- Rosita Rawnsley-Mason
Senior Creative
- Matt Collier
- Wayne Robinson
Head of Broadcast
- Loren August
Group Managing Director
- Russell Hopson
Head of Strategy
- Rachael Fraser
Senior Strategy Director
- Nick Jacobs
Group Head
- Emma McJury
Senior Account Director
- Nikki Chapman
Music Writer
- Eddie Perfect
Music Artist
- Kylie Minogue
Musical Arranger
- Luis Almau
Sound Design & Mix
- Henning Knoepfel
Executive Producer
- Jay James
Chief Marketing Officer
- Susan Coghill
Marketing Manager
- Kirsten Webber
Production
- Revolver/Will O’Rourke x Somesuch
Media Agency
- UM
Regional General Manager
- Sally Cope
Global Campaigns Manager - West
- Ashleigh Sorensen
General Manager - Brand - Campaigns and Media
- Michaela Chan
Global Manager - Advocacy
- Nicole Foster
General Manager - PR - Social and Content
- Anita Godbeer
Sound Production
- Soundtree Music
With Brexit looming, Tourism Australia anticipated a drop in British tourists, as big vacations were less of a focus amid such uncertainty. The brief was to encourage Brits to continue considering Australia. So M&C Saatchi used Brexit to its advantage, creating Matesong - a reminder to the UK that even though things weren’t great, they could rely on their mates Down Under, because there’s always been a special bond between the two countries. Results: 182M digital impressions; 46M online views; $40M in earned media. And Australia became the #1 searched holiday destination globally.