Seek Different

Director: Mark Toia

Producer: Keri Grant

Producer Company: Zoom Film TV

Agency: KWP!

Client: Tourism Northern Territory

Country: Australia

Synopsis

This film is a celebration of difference. It highlights how we all seek to be different because our differences make us unique and make our lives more interesting. This includes where we choose to go on holidays.
The film begins with close ups of people's individual differences: jewellery, hair, tattoos, piercings, clothing. As the story unfolds, the camera pulls out to reveal these unique people are in a unique place: Australia's Northern Territory.
The uniqueness of the region comes through in these wider images as the narration, by an Aboriginal elder, speaks of what makes each and every part of the Northern Territory different to anywhere else in Australia and in ordinary life.
As the story, the pictures, the music and the narration build to a crescendo, the film leaves the viewer with the clear message that the Northern Territory is the holiday destination for those people who want to see, do and feel something totally different.

Objectives

The objective of the campaign is to create the greatest amount of desirable awareness for the Northern Territory as a holiday destination that is 'different in every sense' and increase visitation to the Northern Territory throughout 2021.
This follows quarantine lockdowns and border restrictions that were imposed throughout Australia in 2020. As Australians are able to move more freely around the country, but not yet internationally, we want the Northern Territory to be their preferred choice of holiday destination.
We know they are ready for something different and the Northern Territory is it.