• Copywriting
  • Photography
  • Production
  • Video

Go south(s) this winter

Ingenia Holiday Parks is a major sponsor of the South Sydney Rabbitohs, with access to TVC placements on free-to-air TV during every Souths game of the NRL season. They asked us to create an ad to fill these spots, marketing their holiday parks on the NSW South Coast — where 25% of the parks are located. The goal was to raise winter occupancy at the parks by encouraging footy fans to take a trip down south during the off-peak season. We needed to convey; the variety of destinations, the quality experiences on offer during cooler months, and the value an Ingenia holiday represents.

The great southern migration

Every year thousands of birds and animals migrate south to find greener pastures, lush environments and of course an abundant supply of fresh food. That sounded pretty tasty to us —  Sydneysiders should be doing the same!

This inspired a fun and quirky ad, where our protagonist falls asleep in front of a nature documentary, with the attenborough-esque voice of the documentary incepting his dream. We see him flying to the South Coast, before embarking on an adventure-packed weekend, with all the best experiences an Ingenia Holiday Parks South Coast winter getaway can provide. Only to be abruptly woken and returned to the living room by his wife…

 

Lead couple for the Ingenia Holidays shoot laughing at a joke around the campfire.
Lead couple for the Ingenia Holidays shoot ordering from a local food van.
Shot of a couple drinking wine on the balcony at an Ingenia Holiday Park.

The holiday of your dreams

The execution of our idea required us to pack a whole lot of narrative and holiday moments into 30 seconds, not to mention making a man fly…

Shooting over two busy days at various locations on the South Coast, we managed to get everything we wanted in there. From stylish shots of the Lake Conjola holiday park and rooms, to an on-site green screen set up for the in-flight shots. We even landed our breaching whale, Meredith — ok, that may have been stock footage!

We were also able to include a host of the Ingenia Holiday Parks team and Rabbitohs players as extras, with further subtle nods to the team provided by a number of crafty wardrobe choices. The result is a somewhat surreal, but definitely memorable ad.

Filming a 'flying man' against green screen with a leaf blower for wind on the Ingenia Holidays set..
A gaggle of ducks on the set of the Ingenia Holidays shoot.
Shea behind the camera on set for Ingenia Holidays South Coast campaign
Chello van on set down the south coast with green screen setup to make a man fly.

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