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The Best Job in the World

Award: Black Pencil

Black Pencil / Direct / Integrated / 2010

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.

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