Iin January 2018, we convinced the world that a new Crocodile Dundee film was on the horizon. It was a classic Hollywood reboot featuring Chris Hemsworth and Danny McBride as the unlikely son of Crocodile Dundee. Trailer after trailer (including one featuring nearly every major Australian celebrity) blatantly showed beautiful Australian landscapes, wildlife and comraderie. But the truth was revealed during the Super Bowl: it was all an elaborate tourism campaign for Australia.

In the months following the Super Bowl, the campaign was projected to bring in over $6 Billion to the Australian economy (this was an actual stat from the government).

AWARDS:
Cannes - Titanium, 3 Gold, 4 Silver, Bronze
One Show - 4 Gold, 2 Silver, 4 Bronze D&AD - Yellow Pencil, 3 Silver, 3 Wood
Effies - 3 Gold
Clios - Gold, Bronze
AdAge Content Marketing of the Year
Logie - Best Television Commercial

In addition to the full cast trailer (above), featuring basically every major Australian celebrity, we released a series of teasers, like any major Hollywood film would do.

On the moment the Super Bowl ad aired, revealing that the whole thing wasn’t just another Hollywood reboot but an elaborate ad for Tourism Australia, our entire online presence flipped to full tourism mode.