At last! An Australian tourism campaign that gives me goosebumps and not in a bad way. This gorgeous project, created by The Monkeys, Sydney is a "love song" to the Opera House and a stunning reworking of Nick Cave's classic ballad, "The Ship Song". Featuring some of Australia's best popular music artists such as Daniel Johns, Paul Kelly, Angus & Julia Stone and Katie Noonan alongside the Sydney Symphony Orchestra, Opera Australia and The Australian Ballet, this is an intensely moving and uplifting homage to the arts in Australia.
From a marketing perspective, I love that they set out to create a piece of emotional and compelling content that could be shared with a wide an audience as possible and that online and social media was the method that makes this happen.
