Adelaide brand communication agency, Fuller, have launched a national integrated campaign positioning South Australia as A New State of Mind for The State Government’s Department of the Premier and Cabinet (DPC).
Working hand-in-hand with the population strategy team at DPC, Fuller was briefed to change perceptions of South Australia with young people aged 20 to 40 living in the Eastern States.
A New State of Mind is being branded as a ‘movement’, designed to provide an understanding of what SA has to offer, drive consideration as a place to live and, in time, attract young global talent to make the move and call Adelaide home.
A New State of Mind was launched by Premier Peter Malinuaskis, along with industry heads, media, government representatives and influential young South Australians at Lumination on Thursday evening, 25 August.
Following a competitive pitch process, our team of integrated creatives, designers, website developers, strategists, writers and public relations specialists have spent the past six months working on the campaign, which will be in-market across the country from early September.
The New State of Mind movement showcases forward-thinking, progressive and inspiring stories from within South Australia — including those of Flavia Tata Nardini, Fleet Space Technologies co-founder and CEO, and Josh Cavallo, Adelaide United footballer — to shape a modern narrative for our State.
As well as developing the visual identity, messaging and strategy for the campaign, Fuller managed a production team of more than 100 creatives to produce a campaign film, captured the stories of eight inspirational South Australians, developed a website to house the content, designed advertising assets, and will be undertaking ongoing public relations and social media management.
Fuller would like to thank the all-star team of South Aussie creatives who’ve made the New State of Mind campaign possible up to this point.
You’re all legends!
To keep up with the latest, join the New State of Mind movement on Instagram, Facebook, LinkedIn and at newstateofmind.com.au.