The City of Churches. Boring. Conservative. Nothing to do. Ask a mate and they’ll probably tell you that Adelaide is bland, uninspiring and sleepy. Its long-standing reputation doesn’t suggest excitement and reputations tend to stick.
Showpony and Adelaide Economic Development Agency (AEDA) set out to quash the Adelaide myths to encourage visitors from the wider South Australia by bringing the negatives to the fore. That’s always a risk but see for yourself what came from theirs.
The images and content are 100% real, sourced from social media and street photography, and in stark contrast to the negative stereotypes expressed over them in the voiceover – revealing those as the misconceptions they are.
Rory Kennett-Lister, creative director, Showpony, commented, “The perceptions of Adelaide have been around for so long that they’ve become reflexive. But the truth is that the CBD of today is a vibrant hub of food, fashion, culture and entertainment. So we set out to promote that truth with a quiet confidence, and to take those tired cliches and show how antiquated they are.”
Abby Moulton, associate creative director, Showpony, added, “We loved the irony of taking the accusations of Adelaide being boring and making people want to dance to it. We took the idea of a diss track and flipped it.”
Michael Rossi, executive manager, marketing, AEDA, stated, “Playing with a negative is always a risk. So authenticity was key. We wanted something that reflected the real Adelaide. When the team suggested sourcing real images, rather than shooting something for the campaign, we jumped at the idea.”
The campaign is running across video, social, digital, outdoor, press and PR.
The custom See for yourself – Adelaide City track that’s worthy of a dancefloor is currently available on Spotify and is growing organically on both Instagram and TikTok as the soundtrack to posted content of people enjoying the city.
The campaign is anchored by SeeADL.com.au, a website which provides an easy-to-use, customisable directory, to help navigate the city’s attractions, plan a night out, or discover Adelaide’s best kept secrets.
The platform also extends to spotlights on businesses, street-talks with visitors about their favourite things to do in the city, and “Where to next?” teaser posters. The posters use QR codes that reveal nearby establishments and experiences to discover.
Credits:
Client: Adelaide Economic Development Agency (AEDA)
Creative Agency: Showpony
Executive Creative Director: Parris Mesidis
Creative Director: Rory Kennett-Lister
Associate Creative Director: Abby Moulton
Senior Creative & Copywriter: Andy Scott
Art Director: Annika Turon-Semmens
Producer: Alex O’Neil
Digital Lead: Matthew Basso
Motion Graphics Designer: Felipe Carrasco
Head of Strategy: Ana Coelho
Account Director: Laura Prior
Account Manager: Julia Palombo
Sound & Music Design: Scott Illingworth @ Seeing Sounds
