THE BRIEF
How do you inspire newbie campers to gear up, hit the road and fall in love with the outdoors?
From the Flinders Ranges to the Coorong, from Eyre to Kangaroo Island, there’s no better way to experience South Australia than caravaning and camping around the state.
Embracing the outdoors is more than a hobby. Camping is a lifestyle. It’s a real, authentic escape from our busy lives and contrived itinerary-packed holidays. It’s a community of seasoned adventure seekers and industry players.
Caravan and Camping SA wanted to put the outdoors at the top of people’s travel plans, and introduce the freedom of hitting the road to a cohort of never-been-before campers.
Fuller created a platform to demonstrate just how liberating a caravan and camping holiday can be, by showing people what awaited them if they answered their inner call for adventure.
Campaign Identity
The ‘Follow Your Wanderer’ campaign gave the caravan and camping lifestyle a fresh, modern narrative that spoke to both, a whole new generation of campers, as well as lifelong outdoor enthusiasts.
A colour palette inspired by the great South Australian outdoors, and complemented with a rough and raw typeface, formed the visual texture of the campaign. The art direction leaned into old-school photography, and the nostalgia of capturing fun holiday moments on film. This was completed with a conversational tone of voice that reflected casual fireside banter, and embodied the personality of the easy-going wanderer.
Film
Three films, shot across the Adelaide Hills, Murray River and Sanderston, set the tone for the campaign.
The lighthearted films leaned into the fun unknowns of camping, its carefree quirks and the joyous connections forged with people, and nature. Each film was styled with member products, and featured real campers as talent.
We collaborated with busker, CanMasterSmash to create a unique campaign track, crafted from an orchestra made up of camping gear.
Outdoor + Social
A widespread outdoor campaign, centred around a candid photography style, gave people a snapshot of the exciting adventures they could embark on.
Social and digital ads amplified the wanderer narrative by directing campers and outdoor fans to a content-rich website that housed camping stories featuring talent from the films, road trip tips, a member directory and more.
In their words
Thank You
Fuller would like to thank our external collaborators for hitting the road with us.
Nicola Tate (Maeking) – Producer • Jake Foreman – Illustrator • Amy Charlick – Animator • Scott Illingworth (Seeing Sounds) – Sound Design / Campaign Track, To our external collaborators for embracing the Oz’er side., Thank you
