Sharp winds. Grey skies. A rough, angered sea. Kangaroo Island is a harsh place in winter. Ironically, these conditions produce some of the island’s most unique offerings—from delicious food, beers and spirits, to its breathtaking, vibrant landscape and warm, welcoming locals.
Gutsy, the island’s annual food and beverage event, was created to increase tourist visitation to the island during winter.
To bring the event to life a bold, raw tone of messaging was developed — reminiscent of folklores and legends, tough sailors and rugged explorers. From punchy headlines to a soulful script that laid down the gauntlet to travellers, the tone across the campaign reflected the resilient spirit of the islanders and challenged the mainland folk to brave the elements and venture to the island.
To bring the event to life a bold, raw tone of messaging was developed — reminiscent of folklores and legends, tough sailors and rugged explorers. From punchy headlines to a soulful script that laid down the gauntlet to travellers, the tone across the campaign reflected the resilient spirit of the islanders and challenged the mainland folk to brave the elements and venture to the island.
For those who had the guts to defy winter’s tests and trials, a feast like no other awaited them.
Involvement: Conceptualisation and development of the idea platform and assets • Creative Strategy • Film Direction • Copywriting
Agency: Fuller Brand Communication
Credits: Will Fuller - Managing Director/Creative Director • Joshua Newnes - Head of Content • Sean Kane - Head of Design • Jamie Shawyer - Account Director • Todd Fischer - Graphic Designer • Andreas Heikaus - Motion Graphics Designer • Alejandro Aristizabal - Content Creator • Jarrod Knoblauch - Senior Visual Content Creator
Nicola Tate – Consulting Producer • Randy Larcombe – Cinematographer / Director • Christopher Morrison – Photographer • Alex Robertson – Photographer • Scott Illingworth (Seeing Sounds) – Sound Design / Campaign Track • Justin Van Zyl – AC / Grip / 2nd Cam
