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Brand by: Christopher Arblaster and Joel Parsons

"Our campaign for South Australia, Look Closer, works on a very simple premise. Some people talk about our state as if it is a ghost town apart from the months of February and March, although actually there is a lot going on. It is a lively, vibrant state with much to offer people of all ages, backgrounds, and cultures.

While we endeavoured to depict a number of well-known landmarks, our primary focus was on conveying the strong sense of community which exists in South Australia. Often in the past South Australia has been branded as a great place for a lovely, quiet holiday. And it is that. But it is more than that. Our desire was to shift branding of the state in a new direction. Instead of trying to encompass everything that South Australia is, we chose to highlight underrepresented though invaluable aspects of South Australia such as its thriving live music scene, exceptional produce and cafe culture, engaging local events, and dynamic arts community. Such assets are not immediately apparent but contribute vastly to the richness of life in visitors' experiences of South Australia.

Our pitch, then, is the campaign which best represents South Australia because it takes a different, honest, and personal approach. Because it eschews big picture slogans. Because it focuses on all the little, tiny things that make South Australia a wonderful place to visit, and to live. Because it encourages people to look closer."