When an algal bloom impacted coastal areas across South Australia, tourism-dependent communities faced growing economic pressure. Partnering with the South Australian Tourism Commission, Fuller was tasked with encouraging locals to keep dining, staying and exploring - to support the people who make the place.

Working within the Coast is Calling platform, we built an agile, multi-channel campaign that could pivot in real time and later integrated Dining Cashback Vouchers to drive bookings. A cinematic TVC, shot on the Yorke Peninsula and Fleurieu Peninsula, featured real locals and celebrated resilience.

More than a tourism push, the campaign became a rallying cry - a call to shift focus from disruption to solidarity and remind South Australians their coast still needed them.

Director: Nicholas Muecke
Second Unit: Jack Turner
Photographer: Christopher Morrison
Agency: Fuller