Byron Bay is my hometown and a remarkable place. However, it's getting a little overun by disrespectful tourists and visitors who treat it like a pigsty. The community was crying out for some kind of message to encourage responsible tourism and attract visotors who love it here as much as the locals.

 

'Don't spoil us, we'll spoil you.' was the line I wrote and that was that. An entire ad campaign; posters, digital, banner ads, website and style guide for the Shire, which has now been approved by council, commitees and appreciated by the community alike.

 

It's nice to sell a product, but to create an idea for a unique place is really speical.