An unconventional invitations for Aussies to unwind the natural way.
Due to Covid-19 restrictions, Tourism Noosa had to pivot from an international to a domestic target market, appealing to QLD residents who were still able to travel within the state. Unfortunately we couldn’t visit the destination, so needed to provide a solution from afar.
Our campaign encouraged Aussies to ‘Enter the Biosphere’ and unwind the natural way, with a trip to the clean and green UNESCO-listed region.
Using terrariums to represent perfectly balanced Biosphere Reserves, our quirky stop-motion spots explored different facets of the natural worlds inside, from forests to inlets. By moving away from the cliched mix of photographs and influencers normally used in tourism, the campaign was unexpected, helping to set the region apart.
We also designed and developed a microsite tied to the campaign, to help people explore Noosa biosphere, activities and accommodation from home.
The process was completed entirely in-house, from the initial ideas through to building the intricate sets and recording voice overs. With travel rules changing daily we needed to be fast and nimble to work within Covid-19 restrictions. Despite the tough times, we even managed to hire extra freelancers during lockdown.
In the end it took over 1000 separate shots during the four-day shoot to make the films.
“Paper Moose were absolutely awesome to work with on this highly creative and technical campaign. With all of the changing market conditions and therefore creative needs, they always upheld the strategic integrity of the campaign. As a very non-traditional tourism campaign, it was always going to be a brave approach, but we couldn’t have asked for a better outcome.”
- Sonia Shillington, Head of Marketing and Events, Tourism Noosa.