Turning the world’s favourite place to holiday into the world’s favourite place to work.

For young Europeans coming out of college, a working holiday down-under has long been a rite of passage: the time-honoured tradition of a ‘gap year’. But in an increasingly competitive world, young people are worried that taking a gap year will leave a nasty gap in their CV. As a result, working holiday visitors were down. The gap-year was facing oblivion. Our challenge was to bring it back.

So, we turned Australia the country into Australia the company: Australia Inc. With over 120,000 positions vacant across our 7.692 million km2 of office space, the best holiday place in the world became the best workplace in the world. We showed that a year’s working holiday down under could offer a level of real-world experience and self-confidence that no junior office-job punching staplers could hope to match.

RESULTS
- 40% increase in working holiday VISAs.
- 3x more likely to plan a working holiday.
- 45.2 million video views.
- 300% increase in clickthroughs to VISA the government’s page.

CLIENT Tourism Australia.

ROLE Concept, Art Direction, Creative Lead.