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The Best Job in the World

basics
Industry: Transport & Tourism
Media:Ambient & Interactive
Published:Jan., 2009
Market:Australia
Style: Minimalism
descriptioncnen
To raise awareness of the Islands of the Great Barrier Reef

Philosophy/Solution
We created "The Best Job in the World" - Islands caretaker working for Tourism Queensland. It's not a gimmick - it's a real job exploring the islands and reporting back through online blogs, photos and video diaries.
We placed simple press ads in traditional recruitment and fed the world's media a "good news" story in a time of rising unemployment.

Results
More than $US100M worth of media coverage (from a budget of $US1.2M)
In 56 days Islandfreejob had 6.849.504 visitors
34.684 applicants from 21 countries
credit
Brand:
Agency:
Creative Director:
Copywriter:
Art Director:
Planner:
Other credit:Adam Ford, Jason Kibsgaard, Darren McColl, Edwina Gilmour, Anne-Maree Wilson
Link:http://www.ourawardentry.com.au/bestjob/
awards
D&AD 2010
Black Pencil Direct
Integrated
D&AD 2010
Black Pencil Integrated
Cannes Lions International Festival of Creativity 2009

Travel, Tourism & Leisure
Cannes Lions International Festival of Creativity 2009

Best Use of the Internet, Digital Media and Social Media
Cannes Lions International Festival of Creativity 2009
Grand Prix
Best International PR campaign
Cannes Lions International Festival of Creativity 2009
Grand Prix
Best Integrated Campaign Led by Direct Marketing
Cannes Lions International Festival of Creativity 2009
Grand Prix
Interactive Campaign
Cannes Lions International Festival of Creativity 2009
Gold
Traffic Building
Cannes Lions International Festival of Creativity 2009
Gold
Travel, Entertainment & Leisure
Clio Awards 2009
Gold
Innovative Media
Clio Awards 2009
Gold Innovative Media
London International Advertising Awards 2009
Grand LIA
Integrated Campaign
London International Advertising Awards 2009
Grand LIA Integration
London International Advertising Awards 2009
Gold
Online Campaign
London International Advertising Awards 2009
Gold
The NEW Category
London International Advertising Awards 2009
Gold
Integrated Campaign
London International Advertising Awards 2009
Gold The New Category
New York Festival International Advertising Awards 2009
Grand
Digital + Interactive
New York Festival International Advertising Awards 2009
Grand Digital and Interactive
New York Festival International Advertising Awards 2009
Gold
World of Mouth / Buzz
New York Festival International Advertising Awards 2009
Gold
Transportation/ Travel/ Tourism
New York Festival International Advertising Awards 2009
Gold
Transportation/Travel/Tourism
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