M&C Saatchi: Brutal simplicity of thought wins Tourism Australia account

M&C Saatchi has replaced Clemenger BBDO Sydney as the creative agency for Tourism Australia. Clemenger had held the account since 2013, replacing DDB Sydney.

Digitas has become Tourism Australia’s digital agency.

Tourism Australia won a lot of international fame this year with its Dundee: The Son of a Legend Returns Home stunt, which was created in a partnership with Droga5 New York. The campaign won a Titanium Lion at Cannes, one of 10 Lions Tourism Australia picked up. These included a Gold and Bronze Lion for Clemenger BBDO Sydney’s Aussie News Today campaign targeting youth audiences.

Droga5’s Dundee was launched during the Super Bowl in February and quickly gained the attention of news as well as trade media. The spot, shot by Revolver’s Steve Rogers, appeared to be the trailer for a new Crocodile Dundee film, and starred

Chris Hemsworth and Danny McBride as well as Paul Hogan. The campaign also featured Hugh Jackman, Margot Robbie, Russell Crowe, Ruby Rose, Liam Hemsworth, Isla Fisher, Luke Bracey and Jessica Mauboy.