South Australia repositions to attract young talent via Fuller and Wavemaker

Adelaide-based brand communication agency, Fuller, has launched a new brand platform for South Australia, on behalf of the South Australian Government’s Department of Premier and Cabinet.

The integrated campaign will roll out nationally as part of the state’s ‘population strategy’, aiming to change perceptions of South Australia (SA) with young people living in the eastern states. The campaign showcases what SA has to offer, with the intention of driving consideration as a place to live, and eventually, attract global talent to make the move and call South Australia home.

“For decades, Adelaide has been lazily tagged as ‘the city of churches’,” said Will Fuller, Fuller’s managing director. “But as locals, we know how progressive and open-minded our state is — we were the first state in the world to give women the right to vote in 1895, offer religious freedoms and are champions for climate action with our uptake of renewable energy.”

“A New State of Mind is about communicating this to the world, and offers a proposition to those ‘living’ in the eastern states that feel burdened and worn down by the pace, grind and anonymity of the big cities,” he added. “With an explosion of job opportunities in technology, space and the creative industries, Adelaide and South Australia is a place to live a more balanced and fulfilling life.”

The New State of Mind campaign is spearheaded by a brand film that features forward-thinking, progressive and inspiring people from within South Australia, including Flavia Tata Nardini, Fleet Space Technologies co-founder and CEO, and Josh Cavallo, Adelaide United footballer.

的individual stories of a number of influential South Australians also feature in long-form videos as well as written articles on the New State of Mind website.

Fuller developed the creative, visual identity, messaging and strategy for the campaign, as well as building the website, designing brand assets and undertaking ongoing public relations and social media management.

“A New State of Mind is a conscious call to arms, creatively challenging interstate perceptions through a trailblazing movement of bigger, bolder, and beautiful storytelling,” said Fuller’s creative director, Michael Gagliardi. “Produced in partnership with more than 100 talented South Australians, including filmmakers, artists, musicians and game changers, this campaign was made with a deeper purpose in mind.

“The intention was to create a ripple effect of emotion, a powerful energy to make people feel something different about our great state,” Gagliardi added.

Alison Lloydd-Wright, Executive Director, Department of the Premier and Cabinet, said that the campaign is “modernising the conversation about who South Australia is”.

“We’re thrilled to see this campaign come to life — a key component of our Population Strategy — which will modernise the conversation about who South Australia is.

“Having a clear value proposition for South Australia is crucial for attracting young people to relocate.

“They want to know what our state is about and if SA aligns with their values before they consider living here.”

The New State of Mind campaign launched in-market across online, cinema, outdoor and catch-up TV channels on Sunday 4 September 2022.

Credits

Government of South Australia
Alison Lloydd-Wright – Executive Director, Department of the Premier and Cabinet
Kayla Johnson – Director, Population Strategy
通用电气mma Smyth – Marketing and Design Lead

Fuller Brand Communication
Will Fuller – Managing Director
Michael Gagliardi – Creative Director
Cassandra Ryan – Account Director
Jordaine Chattaway – Brand and Communications Strategist
Eloise Richards – Senior Communications Consultant
Lewis Brideson – Integrated Creative
Sean Kane – Head of Design
Emily Dawe – Agency Producer
Jarrod Knoblauch – Senior Visual Content Creator
Ale Aristizabal – Content Creator
BJ Vigar – Digital Producer
Philippa Lawrie – UX Designer
Paul Kitching – Business Development Manager

Production
David Ockenden – Producer/Director
Erica Ockenden – Producer
Stephen Deeble – Senior Editor/VFX Artist
Assistant Editor – Maddie Tierney
Scott Illingsworth – Sound Designer/Mixer
Justin Pounsett – Sound Composer
Harvey Hogan, Miles Rowland, Joel Egan, Riley Scott, James Haskard – DOP
Josh Geelen,瑞安·坎特维尔——摄影
The Empty Threats – Music

Media agency: Wavemaker
Rebekah Regan – Planning Director