THE CHALLENGE
The algal bloom presented an unpredictable and fast-moving situation.
With this in mind we needed to create a campaign that could respond in real time to changing health conditions and bloom updates. It needed to work as effectively for regional coastal towns as it would for city beaches and inspire confidence and action – without downplaying the seriousness of the situation.
Speed, sensitivity and flexibility were critical.
THE INSIGHT
While we couldn’t control the bloom, we could control how we showed up for the people behind the coast.
The real risk wasn’t just environmental – it was economic and emotional. Coastal communities rely on visitors not only for income, but for morale. This became a call to action for South Australians to keep showing up; reserve the table and book the night away.
CAMPAIGN STRATEGY
Fuller’s design team rapidly developed a cohesive suite of digital, radio, print and out-of-home assets using SATC’s extensive media library.
With timelines compressed and information evolving daily, our creative system was built for agility – allowing messaging to pivot in line with the latest updates while maintaining a consistent visual and tonal world.
As the situation progressed and SATC introduced Dining Cashback Vouchers to stimulate visitation, we seamlessly evolved the campaign messaging to accommodate this.
The creative retained the emotional core of Coast is Calling while shifting to more direct calls-to-action – driving bookings, reservations and overnight stays without losing the campaign’s human warmth.
The result was a living platform, capable of flexing with the facts while keeping the message steady: the coast still needs you.
THE FILM
With the long-term outlook of the bloom still uncertain, we partnered with some of South Australia’s best creative and production talent to bring the platform to life through a cinematic 60” and 30” TVC.
Shot across both Yorke Peninsula and Fleurieu Peninsula, the film captured the heart of South Australia’s coastal communities.
Real locals took the lead from surfers and café owners, to local families and small business operators, grounding the story in authenticity. Moving ocean soundscapes layered with a heartfelt voiceover from Fleurieu Peninsula local ‘Sticks’ created a tone that was reflective, proud and hopeful.
Rather than ignoring the moment, the film acknowledged it – and chose optimism. It offered locals something to be proud of. And it gave South Australians a powerful reason to get behind the people who make the place.
