A brief to create a tourism campaign for the coldest mainland city in Australia, in the middle of winter, was a challenge we couldn’t wait to take up. Our love for this city is more than skin deep, and we knew that the only way to sell Winter in Ballarat was to embrace the cold and prove, undeniably, that there’s beauty in the cruellest of seasons. Accompanying the delicious wintery visuals was a piece of prose as the voice-over, written by a local poet, and the sound design and music composed and performed in-house, adding another level of connection to the story. The campaign rollout included TV, digital and OOH.