This brand aims to highlight the abundance of young talented creatives that live, work and create in this city. Adelaide is not particularly known for being a hub of creativity, but it should be. So this campaign is about showing the world that Adelaide has an extremely supportive community of creatives who are creating a culture for all South Australian’s to enjoy. Adelaide is an amazing place to create world class art, no matter what it is.

Dancers, actors, painters, film makers, animators, musicians, writers, the list goes on. South Australia is full of dedicated, highly skilled professionals who deserve more recognition than they receive. And, with so many talented creative people making the move to the bright lights of the Eastern states it’s extremely important that emerging artists in Adelaide recognise that the city they live in is full of opportunities and inspiration.

It is crucial for the future of South Australian culture, that we nurture imaginative ideas and encourage creatives to stay in this state and continue to blossom and thrive in their creative disciplines, so Adelaide can be the hub of creativity and innovation that it deserves to be.

The future in Adelaide is extremely bright as the city continues to evolve and I think this brand is the perfect way of celebrating the people that are creating an exciting future for SA and all the people who call it home.

As South Australian’s we should all be proud of what is being created in our State.

To view Creating SA and to vote for Andrew please click here: http://youtu.be/gOloDvU1L3g

South Australia is not some sleepy little town of churches, in fact quite the opposite is true! We are a thriving, vibrant city that is constantly expanding and evolving with a strong vision for the future. When it comes to defining who we are….we choose to think outside the box, rather than be placed in one. We offer too much to be confined by a singular restrictive label because ‘we have it all’. We enjoy the magnificent parklands that surround our city centre, the picturesque foothills, amazing beaches, superb architecture from charming cottages to the most contemporary masterpieces and a plethora of scenic vineyards. Additionally we host a variety of exciting events such as the Tour Down Under, Clipsal 500, and WOMADelaide along with various festivals. We have become renowned for our remarkable array of fine restaurants, our variety of world-class wines and lifestyle options that are truly accessible. South Australians enjoy top rate educational facilities, inspired art and cultural venues, first-rate entertainment, a strong sense of history, a healthy mining industry and stunning city views. We will to continue to grow, expand and be at the cutting edge of discovery with new projects constantly on the horizon which will results in more job opportunities making our states future sustainable. South Australians know how to go the distance, our conviction of who we are and where we are headed is alive and well. We dare to dream because in our hearts we know the truth…South Australia is where inspiration begins.

To view We Have It All and to vote for Danae and Rebecca please click here: http://youtu.be/JIwTF8HoUkk

The LSD is already our states marine faunal emblem, divers already come from around the world to see this truly exotic and mystical little sea creature. We should take full advantage of this by expanding the brand to encompass all the other great things about South Australia.

Seeing the Leafy Logo should illicit an immediate response from those looking for the best in South Australian experiences, and not just coastal ones. The Leafy can easily be something people associate with a good time, with great places, with a vibrant state.

The Leafy Sea Dragon is an absolute no-brainer when it comes to positive stand alone symbols for the State. Dragons just are. Dragons are just awesome. They don’t carry any past or present loadings from other State promotions. They are uniquely South Australian having been formally recognised as ‘ours’.

‘Leafie’ should be a figurehead for the entire state, easily spotted and recognised by anyone looking for it. If we are clever about embedding the Dragon into people’s minds early on in any exposure to South Australia, the message of good times with good people will carry well.

This is about creating an enduring and timeless brand for South Australia, not something to discard at the end of the season.

To view South Australia The Leafy Sea Dragon State and to vote for Craeg please click here: http://www.youtube.com/watch?v=5knAmwIcyT8&feature=youtu.be

South Australia is full of moments. Each image we present is one of these that we have captured whether it is in the city, the port, the hills, or the countryside. These moments are not pretentious or unachievable but merely what one can achieve so easily in this beautiful state. This is an attempt at showing the diverse range of experiences and environments that South Australia offers for ‘each and every person’.
This series of images portray our experiences and interactions; day-to-day with South Australia. Our vision for ‘each and every person’ would embody a wide selection of South Australians, young and old and their something (moving images or still shots), what makes the state what it is to them. Our hope is that we can represent the state as a diverse place with people for all walks of life all of whom call South Australia ‘home.’

To view S.A. for each and every person and to vote for Daniel and Emma please click here: http://youtu.be/ZfJNwvtJdF4

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Live Better is a simple, honest campaign about all the best things that make up our state. We don’t have one big-ticket drawcard, but rather a diversity of the little things that together make life here better than elsewhere. Live Better plays to our great strength – live-ability – and turns our smaller size into a positive by emphasising the quality and accessibility of what SA does well in a slogan that is positive, aspirational, invitational and confident.

Live Better is about our great food, beaches, wineries, local produce, parks, festivals, suburbs and towns. It’s about getting a car park outside your favourite restaurant on Gouger Street, a lunch break in the Botanic Gardens, fresh seafood at Semaphore and cold beer at Hahndorf. It’s about a weekend in the Barossa or a longer outback getaway in the Flinders. It’s all the things that make for better living.

The brand is adaptable and broad enough to showcase the city, regions, wineries, holiday locations, festivals or opportunities for work and study. It invites visitors to imagine a holiday of better living on Kangaroo Island, or migrants to imagine living 15 minutes from the city and close to the coast and the hills.

Live Better is about all the things that together make SA great, and their accessibility compared to elsewhere. It capitalises on our main drawcard and is an opportunity to tell others what we like most about our state.

To view South Australia: Live better and to vote for Brian please click here: http://youtu.be/uEHcrujYMj4

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Brand by – Natasha Malani, Scott McBain, Marty Jackson, Dion Gentile, Ian Darbyshire and Andrew Wallace

Imagine, a word that is highly charged with emotional power, it’s a word that is positive and brings with it thoughts of freedom, fantasy and the future. We as a people have an intimate connection with the romance the word evokes.

‘Imagine’ the word itself, is a brand that will create an imagery of South Australia with limitless potential.

Keeping scalability and versatility in mind, we have highlighted key elements of the city and state (tourism, business, education and lifestyle) recognising that there are elements beyond this that can be adopted into the campaign.

A colour represents each area that further helps the audience connect to the campaign. We have then taken those colours and combined them into the brand “imagine” which helps reinforce the overall message and shows that all these areas while different are interconnected.

The TVC itself uses all these points mentioned above along with a music track that flows with fluidity and creates a great emotional response of wonder. We have used the music of a ‘local’ Aussie Indie Pop Band, ‘Echo and the Empress’ that are representing Australia at the worldwide 11th Annual Independent Music Awards 2012. The music track is simple in nature but contains so much power and impact.

The images match the timing in the music and show a range of aspects. We want the audience to see as much as they can without overwhelming them and at the same time subconsciously give them more than they realize… just as Adelaide, South Australia itself gives you ‘more than you imagine’.

To view Adelaide South Australia …. more than you imagine and to vote for Natasha, Scott, Marty, Dion, Ian and Andrew please click here: http://www.youtube.com/watch?v=_XRdmBN7-jA&feature=youtu.be

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“Adelive” showcases the Adelaide lifestyle in order to Rebrand SA. Although only focusing on the capital, this lifestyle of beaches, good food and getting out and enjoying the outdoors is universal throughout the state. One could imagine this as being the first of a series of clips featuring the SA lifestyle, e.g. Barossa Being, Adventure KIng, Love is in the Eyre etc.
We begin right in the centre of town before following the tram-line, showing Adelaide has all the normal conveniences of a big city. Then, we’re suddenly passing the elegant buildings of our cultural institutions. A moment later we’re walking through the beautiful, tranquil, iconic Parklands. We jump on a bike and follow the Torrens down to one of our endless beaches, before strolling around one of our pristine beachside suburbs. A tram transports us for a lap around the markets, showing all the great produce the state has to offer. Another tram jump and we’re wandering one of our top-notch shopping and restaurant strips. We pass through the Parklands again before jumping in the car. Driving through one of Adelaide’s vibrant suburban boroughs, we hit the city’s playground in the Hills. Hiking Adelaideans’ favourite hike, we then experience those breathtaking views; from the ocean to the hills and all that city and parklands in between. All of this just a stone throw away from that humble square where we first started. Isn’t this what you love about Adelaide? This is Adelaide living. This is Adelive.

To view Adelive and to vote for Christopher  please click here: http://www.youtube.com/watch?v=51exyCsJhoY&feature=youtu.be

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The idea behind Surprisingly Adelaide: SA came from our many friends who have moved here from overseas and were surprised how fantastic it was, they had never heard of Adelaide before. They were so surprised at how beautiful it is here, how relaxing yet exciting and how fantastic the food is.

AS a local, we often say shh..keep it quiet, it’s our secret! Now is the time to shout about South Australia, so more people can try it, and be surprised!

The beaches…
The art…
The festivals…
The wine…
The food…
The views…
The sports…
The Malls Balls…

We know them all, but does everyone else?

“Surprisingly Adelaide” is a slogan that speaks for itself. It gives the impression that there’s something there that you DON’T know about, and you need to come and try it.

We aren’t trying to compare ourselves to Sydney, or Melbourne, or Paris, but we have our own unique specialities that surprise and delight and are worth a look. The term ‘surprisingly’ can be used as a prefix to anything in SA, making it versatile and open.

“Adelaide for culture, Melbourne for business, Sydney for having a good time.” Written in 1910 by John Foster Fraser in ‘Australia: the Making of a Nation’

Adelaide has always been known for the culture, but there is so much more that is ‘Surprisingly Adelaide’.

To view Surprisingly Adelaide: SA and to vote for John and Ashlee  please click here: http://www.youtube.com/watch?v=AhKPZwKZpXY&feature=youtu.be

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After 12 years interstate and overseas – I’ve recently returned to my home state of Adelaide. One thing that’s clear is that it is changing of the guard.

Adelaide is evolving and residents and visitors should join the evolution of Adelaide – viva la evolution.

Our ‘open your eyes’ campaign attempts to reassert the childhood adventurism back into the adult viewers. I spy with my little eye… it’s an emotional hook that with the right music and scenery shots will be very powerful. It recaptures those special moments and promotes a desire for more of them.

Adelaide has something for everyone – and the ‘somethings’ are all world-class. Wineries, beaches, festivals, design, countryside, food, heritage, culture… memories.

South Australia – ‘Open Your Eyes’ and you will find it. Never stop exploring.

To view Open Your Eyes and to vote for Guy please click here: http://youtu.be/crYMlqmFEOI

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Whenever the thought of creating a brand for the State comes up, people think in terms of a couple of words on a number plate. And we hang our reputation on attributes like our events or festivals or our produce or our natural beauty. I can’t help thinking that we read these and say “Is that all we are?”
But these tangible things are not what makes this place great.

What makes South Australia the state it is (good or bad) is us. South Australians. We are responsible.
And it’s our love of this place that makes it a great place to live and work.

And that’s where a brand should live – in the collected thoughts of all of us. What is needed here is a rallying cry… something that unites us all with an idea.
And there isn’t a more powerful idea than the fact that we, as individuals contribute every day to growth and prosperity.

If you provide the voice of inspiration, the voice of reason, the voice of descent or the voice of opportunity, you are contributing because you care. Otherwise you would not be reading this explanation on this website.

You are here because you care enough… because you have heart for the South Australia.

To view South Australia Heart Land and to vote for Andrew please click here: http://youtu.be/ofCnSpwX3_E

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