Department of Primary Industries
Opportunity
The Queensland Government had run a successful Shark Smart campaign for almost a decade. However, the creative was getting tired and new shark safety messages had emerged since the original campaign launched that needed to be incorporated.
In addition, we needed a flexible creative approach for ongoing localisation and optimisation at events across Queensland (e.g.: educational presentations at schools).
Solution
With a limited budget and the need to prioritise media investment statewide, we developed a creative approach delivered impact while remaining cost-effective.
To cut through a crowded safety landscape, the campaign used a distinctive, ownable visual style that allowed for multiple executions and avoided generic safety messaging.
Inspired by 1950s travel and safety posters, the illustrated approach delivered bold, clear messages in a timeless and engaging way. It complemented existing assets, including the wordmark and jingle, while enabling hyper-localised executions for regions, events, and schools—driving stronger engagement and greater value from the budget.
