It’s Christmas Day 2019. Households across the UK are gathering to watch the Queen’s annual Christmas Day address. But before they do, they’re treated to a special message from none other than Australia’s sweetheart, Kylie Minogue.

This was ‘Matesong’, the latest and largest investment from Tourism Australia. A light-hearted musical tribute representing the longstanding friendship between Australia and the UK.

It was well received and on track to support a huge surge in Australian tourism.

And then COVID hit.

The campaign had to be cancelled and the brand went back to the drawing board, trying to think of entirely new ways to inspire and engage audiences across the pond, when actual travel wasn’t even possible.

So, they put a tender out to multiple agencies across the UK, with a clear brief to ‘bring Britain ever closer to the Aussie lifestyle via a creative countdown to the moment the two countries can finally reunite in person’.

For this particular agency, that countdown evolved into the creative platform ‘G’day Soulmate’,  and this was the FIVE LINES manifesto that brought it to life.

Have a read below.