The Great Ocean Road Campaign

For this project, I developed a fully integrated advertising campaign for the Great Ocean Road. The project combined audience research, consumer insights, and strategic planning to create a campaign targeting mothers seeking meaningful, family-focused travel experiences.

The creative direction centred on authenticity, connection, and making lasting memories. Smiles and children became the visual anchors of the campaign, while a locally inspired palette of ocean blue, coastal cream, and white captured the beauty of the region and reinforced themes of trust, warmth, and belonging. From strategy through to execution, every design decision was guided by the campaign's core message of creating unforgettable family moments. These symbols were across all touchpoints, through OOH billboards, instagram tiles and TV ads.

Close-up of a chocolate milk drink being poured into a glass with a bottle of chocolate flavored milk from Great Ocean Road beside it. The background features text encouraging bringing milk to your table.
Children standing behind a milk advertisement stand with white mugs, outdoors with trees and a cloudy sky in background.
Public park with a vending machine advertizing milk, children sitting inside the machine drinking milk, two women walking along the sidewalk, trees and buildings in the background.
A woman and a young child petting a brown and white dog outdoors, with bottles of Ocean Road dairy products in the background.