The South Australian Tourism Commission continues to gather attention with “Barossa Be Consumed“, an integrated advertising campaign launched in May 2013. A television and cinema commercial, set to the sounds of Nick Cave’s “Red Right Hand” track, features sumptuous images of the Barossa Valley, including local food and produce. The commercial highlights the role the soil plays in the life of wine makers, cheese wrights, dairymen, bakers, orchardists, smallgoods manufacturers, butchers and chefs. The campaign’s photography has spilled out into digital and print media, and a range of tourist events such as the annual Barossa Gourmet weekend. The Be Consumed site, beconsumed.southaustralia.com, links sections of the film to information on restaurants, produce, characters, cellar door, attractions and accommodation.
The Be Consumed ad was developed at KWP! by creative director James Rickard, art director Michael Gagliardi, head of art Jodie Kunze, agency producer Di Willson, media team Natalie Morely and Lucy McFarlane, account team John Baker and Tristan Glover, working with SATC marketing team David O’Loughlin, Emma Fletcher and Melissa Librandi.
Filming was shot by director Jeffrey Darling via Moth Projects with producer Fiona McConaghy, editor Adam Wills. Post production was done at Kojo by visual effects artist Marty Pepper and sound designer Justin Astbury.
The Be Consumed site was developed at Deloitte Digital.
Music is “Red Right Hand” by Nick Cave and the Bad Seeds.