The Department of Transport and Main Roads needed a statewide campaign to build public understanding of a $23 billion transport and roads investment program, and to make that figure feel real and local in eight different Queensland regions at once.
A $23 billion program spans hundreds of individual projects, each delivered for different reasons in different communities. A single generic message wouldn't land anywhere specifically, and a project-by-project approach would overwhelm the audience. The brief needed one creative system flexible enough to carry a distinct, locally relevant story in Brisbane, Cairns, the Gold Coast, Mackay, Maryborough, Rockhampton, Toowoomba and remote Queensland, while still reading as one coherent statewide campaign.
We built a single creative template, tone, structure, tagline and animated visual language, that could be populated with real, region-specific facts: local investment figures, local job numbers, and a named local project people would actually recognise. Eight fully scripted and storyboarded television concepts were developed from that one system, each pairing observational footage of real infrastructure with on-screen animation calling out the numbers that mattered in that specific region. A three-tier media structure carried the campaign from mass-market television awareness through to a dedicated search term and website, so viewers had somewhere to go for the detail behind the number they'd just seen.
Eight complete, region-specific television concepts, fully scripted and storyboarded end to end: Brisbane, Cairns, the Gold Coast, Mackay, Maryborough, Rockhampton, Toowoomba and remote Queensland, each carrying real project names and investment figures from a single creative system built for a $23 billion program.
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Video production across regional Queensland, from Cairns to Toowoomba to remote communities.