Campaign taps into the offline urge
The Hallway has taken the lead creative role on an “emotive” creative campaign for the Sunshine coast built around anxieties surrounding the “always on" culture.
The campaign was designed by The Hallway
It taps into the perceived desire of people to take themselves offline.
The campaign: “Make the Most of The Moment”, aims to position The Sunshine Coast as “advocating and enabling people to take themselves offline, to enjoy quality time with their family and friends - to Make the Most of the Moment so they can leave feeling naturally refreshed.”
It will run across television and digital channels and will be supported by PR managed by The Hallway.
"We created these spots to serve quite literally as a break within the usual commercial frenzy of an ad break,” said Simon Lee, creative partner of The Hallway.
“This mirrors the role that a holiday on the Sunshine Coast can play - a break from the frenzied pace of our modern "always on" lives. The choice of 15 second slots and the deliberate, meditative pace of our 15 second executions are in themselves a concrete expression of the campaign idea."