Tourism Victoria Get Lost in Melbourne Labyrinth

Tourism Victoria has Australians talking about getting lost in Melbourne with ‘Labyrinth’, the latest television commercial promoting the city of Melbourne. The TV ad, released in major Australian centres on September 17, features a young woman exploring the city of Melbourne. As she leaves her hotel room, she ties one end of a giant ball of red thread to her bed. Wherever she goes, the ball of thread goes. Finally the woman finds a blue thread and follows it find a young man looking out over the sights of Melbourne. The spot finishes with a variety of colours of thread, and children playing in a Melbourne park. The tagline: “It’s easy to lose yourself in Melbourne”, is supplemented with Tourism Victoria’s phrase, “You’ll love every piece of Victoria”.

Lose Yourself in Melbourne

Labyrinth Concept

The ‘labyrinth’ concept comes from the Greek story of Ariadne and Theseus. Daedalus, an architect in the Minoan civilisation of what is now known as Crete, was commissioned to build a labyrinth to hold the Minotaur, a half man/half bull monster. Ariadne, the daughter of King Minos, persuaded Theseus to find his way through the labyrinth and kill the monster. To prevent him from becoming lost in the labyrinth she provided him with a large ball of thread to unwind as he went. He successfully killed the Minotaur, retracked his steps, and eloped with Ariadne.

Tourism Victoria Promotion

Tourism Victoria is using the labyrinth concept to promote Melbourne as a place of hidden treasures and invites visitors on a journey of discovery. Mr Pandazopoulos, Minister of Tourism in Victoria, said the new campaign, worth $12.4 million, would capitalise on the raised awareness of Melbourne generated by the 2006 Commonwealth Games. The ‘Labyrinth’ campaign is being used in television and cinema, online and magazine promotions, by Tourism Victoria as well as by tourism operators such as Qantas. The campaign will be launched in New Zealand in 2007.

Lose Yourself imagery used at Qantas


The Tourism Victoria Labyrinth campaign was developed at Publicis Mojo, by creative director Darren Spiller, art director Selena McKenzie, copywriter Toby Moore, senior art director Christy Peacock, agency producer Sally Davis.

Filming was directed by Glendyn Ivin at Exit Films with producer Jane Liscombe and director of photography Greig Fraser.

Editor was Jack Hutchings. Post production was done at Tide Edit and Fin Design.

Music was licensed by Level Two Music, Melbourne, and produced by Colin Simkins at Gusto Music.

Joanna Newsom

Music for the Labyrinth spot is “Sprout and the bean”, sung by San Francisco-based singer/songwriter harpist Joanna Newsom, as found on her 2004 album, The Milk-Eyed Mender.

Sprout and the Bean at

Lyrics for Sprout and the Bean

Sprout and the Bean Single at Amazon.comI slept all day
awoke with distaste
and I railed,
and I raved

That the difference between
the sprout and the bean
is a golden ring,
it is a twisted string.
And you can ask the counselor;
you can ask the king;
and they’ll say the same thing;
and it’s a funny thing:

Should we go outside?
Should we go outside?
Should we break some bread?
Are y’interested?

And as I said,
I slept as though dead
dreaming seamless dreams of lead.

When you go away,
I am big-boned and fey
in the dust of the day,
in the dirt of the day.

and Danger! Danger! Drawing near them was a white coat,
and Danger! Danger! drawing near them was a broad boat,
And the water! water! running clear beneath a white throat,
and the hollow chatter of the talking of the Tadpoles,

who know th’outside!
Should we go outside?
Should we break some bread?
Are y’interested?

Joanna Newsom - Sprout and the Bean - Single - Sprout and the Bean

Chasers Road Test

See the Chaser’s War on Everything Road Test for the Melbourne Labyrinth ad at YouTube…

  • alana


  • Chris

    I like the ads concept and the haunting music. It drove me to look up the TV Adland website to find out about the music used. The campaign should do well.

  • Brendon

    Great Ad – I’ve spent days trying to find out who the designer is who made the young lady’s dress – does anyone know or can point me to somewhere that could shed some light on the matter?

  • Don’t know about you, but it makes me want to walk around Melbourne with a ball of blue string. Just for the heck of it. And that I do tend to get lost in foreign states.

  • Stephanie

    The dress is an imitation prada design made by a Melbourne dress maker. I asked the tourism board as I love love love the dress in the ad, they unfortunately couldn’t give me anymore info

  • Kendell

    The music is so amazing, i cryed the first time i saw the add, it’s absolutely beautiful.

  • Arlene

    I loved this TVC it made me homesick and it’s so european and dream like…music suits the style of the ad very well…the TVC captures the city’s chic and smooth vibe.

  • Bernie

    I’ve read so much about the music, the dress, the mood & style etc – but I don’t believe that the add would have the same impact without the very beautiful lead. Does anyone know her name and other work done?

  • Moose

    Cute song. And I fell in love with the girl in the ad too.

  • mopey

    agreed… the girl is gorgeous 🙂
    who is she?

  • Jam

    i love this ad
    we have a dvd recorder box thingo so we record all our shows so we can watch them when we want to and they are just stored on the hardrive.
    any way i make my dad stop fast forwading throught the ads every time that ad comes on and no one is allowed to talk while the ad is on.
    i also think the girl looks beautiful she has a slight keira Knightly look which makes her look georgous

  • Kristin

    I won’t say anything new, but I had the same magical experience everyone else describes. What first got me was the song, the simple harp and Joanna’s nymph-like voice (thanks so much for linking to her album! That’s why I did the internet search in the first place.) After I watched it a few times, I appreciated the chic styling and story. It’s perfect, because I’ve been to Melbourne, and all of the quirky places that are scenes in this ad are still hidden to me- so I do want to go back and see what else I can find. Specifically that cool art door she walks through on her way to “finding the prince.”

  • Irene Petersen

    All those who love ,The Sprout And The Bean, you can see the full version plus other songs live by Joanna Newsom on youtube. She is a professionally trained musician,starting at an early age on the piano but at 7 started learning the harp which she loves.Brother plays drums, sister plays cello.Just type in Joanna Ransom on the youtube search and the songs and also interviews will come up.Enjoy !

  • Bernie

    A few people have raised the likeness of the actress to Keira Knightly. Not her though. So who is she??

  • Cherie

    I love the dress and have been trying to find one I am getting married in a registry office next month and think that dress would be perfect 🙁 sad to hear that is not likely.

  • toxxxic211

    agree.. it’s soo beautiful!!!

  • CY

    Thanks all! We love that you loved it!! I was lucky enough to work on this one with a fab creative team at Mojo Melbourne- it was so much fun. Joanna’s music was amazing and haunting and without it this ad wouldn’t have been the same. The girl, Kate also home grwon in Melbourne, was relatively unknown when our creatives found her but she was an absolute star and yes she’s totally gorgeous, even without the makeup! Annoying…happy viewing..:)

  • Jenny

    wow wow wow.this ad made me cry. It’s the first ad that has ever made me cry. It is so beautiful.

  • melbourne1

    great, simply great

  • Dorian

    From a WA boy. Most excellent work, from the concept to the song, well done for all involved.

  • nat

    i really want that dress! has anyone found out who makes it or sells it yet?

  • Olivia

    Does anyone remember the Tourism Victoria ad, it might have been in the late 1990s, where the secret service agents were chasing the girl through Melbourne? Do you know the song that was playing on that ad. It has been driving me mad for years!

  • Amy

    I want that dress too!!! Does anyone know who the dressmaker was who made it? I want to walk around Melbourne in it haha

  • J

    Yes I’m trying to track down that music too… anyone??? Anyone know if it’s on youtube?

  • Frank


    I don’t care about the rest……