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ANDY Awards

Creative Award
New York, United States
Tourism Queensland - "The Best Job in the World (180 sec)" by ANDY Awards 2010

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TitleThe Best Job in the World (180 sec)
Agency
Campaign The Best Job in the World
Advertiser Tourism Queensland
Brand Tourism Queensland
PostedJune 2009
Business Sector Destinations (Countries & Places)
Philosophy We created "The Best Job in the World" - Islands caretaker working for Tourism Queensland. It's not a gimmick - it's a real job exploring the islands and reporting back through online blogs, photos and video diaries.

We placed simple press ads in traditional recruitment and fed the world's media a "good news" story in a time of rising unemployment.
Problem To raise awareness of the Islands of the Great Barrier Reef
Result More than $US100M worth of media coverage (from a budget of $US1.2M)

In 56 days Islandfreejob had 6.849.504 visitors

34.684 applicants from 21 countries
Media Type Case Study
Length
More Information www.ourawardentry.com.au/bestjob/
AI Description The ad promotes a job opportunity described as "The Best Job in the World," offering a caretaker position on the islands of the Great Barrier Reef, Australia. Through captivating visuals of the pristine island waters and seamless integration of news footage, the campaign highlights an irresistible chance to work while exploring the beautiful landscapes. The job includes responsibilities such as feeding fish and cleaning pools, with perks like a rent-free villa and a significant monthly salary. The ad emphasizes the overwhelming interest and global media coverage, with responses flooding in from various countries. Video clips show applicants expressing excitement and desire to be part of this tropical escapade, positioning it as a dream job.
Art Director
Copywriter
Art Director
Strategic Planner
Creative Director