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…