The Art of Walking
“The Art Of Walking” was a campaign created for Tourism Victoria to draw international attention to Australia’s Great Ocean Walk hiking trail. Initially intended to be solely online, as there was no real media budget, the centrepiece of the campaign ended up being a one-hour TV documentary that was broadcast globally at no cost on the National Geographic Channel. Virgin Blue also screened the documentary on domestic and international flights, meaning the reach of the campaign far outperformed what could have been achieved with a conventional media buy with its limited budget.
Agency: Mojo, Melbourne
Role: Creative Director
The online experience
The eight day walk was divided into three sections. Online films allowed you to follow each walkers section, as well as click on icons to show what they had seen, where they had eaten, their accommodation, and information about the flora and fauna and history of the area.
The walkers kept a shared journal, which was passed on to the next person at the end of each section. This way they could more intimately share their thoughts, and in some cases the drawings they were inspired to do.
To further populate the site with content, the walkers also carried a stills camera. Anything that caught their eye was viewable on the site at the point on the map that it was taken. This allowed us to create photographs that were more meaningful and varied than standard tourism photography.
