A glimpse into the lesser-known gems of South Australia’s cultural life has won the ‘People’s Choice’ award in the Property Council’s ReBrandSA competition. And a seventy-one second catch-all of South Australia's advantages as a place to live, visit, study and invest has taken out the Judges' Choice.
The Property Council embarked on the ReBrandSA campaign to develop a new branding identity for the state; the Property Council will share the ideas sourced from ReBrandSA with the Economic Development Board as examples of what South Australians see as the strengths of their state as the State Government undertakes its own branding exercise.
Two prizes of $5,000 were on offer for the video or videos that best defines what South Australia is and aspires to be. The People's Choice winners Christopher Arblaster and Joel Parsons took the gong with almost 4,000 views of their video ‘Look Closer’.
'Look Closer' shows South Australians as a fun-loving, immersed in a culture of arts, live music, cafes and local events. It moved away from the usual convention of showing the ‘big ticket’ tourist highlights and instead dug into aspects of the day-to-day South Australian lifestyle.
The Judges' Choice winner 'South Australia...More than you imagine' takes viewers through the tourism, business, education and lifestyle elements of the state, inviting them to imagine the opportunities in each. Each 'category' was allocated a different colour scheme that could carry through into individual promotions of the individual categories of the higher promotional tag. The judges saw this as offering South Australia an adaptable branding approach that could be readily segmented to different markets and different target outcomes, all within a common theme.
The brand's creators - Natasha Malani, Scott McBain, Marty Jackson, Dion Gentile, Ian Darbyshire and Andrew Wallace - will share in the $5,000 bounty, and they will join the winners of the People's Choice award in an opportunity to meet Premier Jay Weatherill at the Property Council's August luncheon.
Go to www.rebrandsa.com.au to see the winning brands.