For over two weeks in January 2018, we convinced the world that a new Crocodile Dundee film was on the horizon. Under the guise of a franchise reboot, the campaign blatantly showed the best Australia had to offer before revealing the truth 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.