Formula 1 star Daniel Ricciardo fronts Tourism WA’s new global road trips campaign ‘Drive the Dream’ via Rhythm
The WA Government, through Tourism WA, has teamed up with Perth-based agency Rhythm, and media agency Initiative Perth, to launch the new global ‘Drive the Dream’ campaign.
‘Drive the Dream’ invites travellers to experience Western Australia’s diverse road trips itineraries that make WA the ultimate destination for a self-drive holiday.
The new road trips campaign builds an association between Western Australia and road trips holidays by connecting and showcasing the diversity of iconic destinations and experiences on offer in WA.
The campaign features West Australian Formula 1 driver Daniel Ricciardo, who recently enjoyed the state’s dreamlike landscapes and wondrous experiences through a road trip from Perth (Boorloo) to Exmouth (Warnangoora) along the Coral Coast Highway with his best mate, Blake.
The campaign activity will be rolled out domestically and in Tourism WA’s key international markets, supported by the WA Government.
Western Australia’s Deputy Premier and Minister for Tourism, the Hon. Rita Saffioti, said “’Drive the Dream’ is designed to turn awareness into action and move a Western Australian road trip to the ‘must do’ list, by showing that WA is the best destination for this adventure and now is the time to do it.
“There’s nothing like a good road trip, but the ‘Drive the Dream’ campaign takes road tripping in Western Australia, as seen through the eyes of F1 driver and Perth-born Daniel Ricciardo, to a new level.
“The campaign will help Western Australia to stand out as one of the world’s most unique, memorable and desirable places to undertake a road trip adventure, now and into the future.”
Tourism WA Managing Director Carolyn Turnbull said the new ‘Drive the Dream’ creative echoes elements of Western Australia’s global brand, ‘Walking On A Dream’, in that it neatly encapsulates all the awe-inspiring attributes that make the state a wondrous, otherworldly and dream-like place to explore.
“An overarching objective of Tourism WA’s brand platform is to provoke the spirit of adventure in every traveller – and there’s no better way to do that than through the lens of Daniel Ricciardo and the ‘Drive the Dream’ campaign as he takes in the state’s wondrous landscapes on his way from Perth (Boorloo) to Exmouth (Warnangoora).
“This new campaign will ultimately entice visitors from all over the world to come to Western Australia and enjoy a road trip like they’ve ever experienced, and provide a boost to the state’s economy.”
Tourism WA engaged Perth-based agency, Rhythm who led a West Australian cast and crew to create the film and hero photographic assets.
Rhythm’s founder and Perth-based director Adam Rule said, “It was fantastic working with Daniel Ricciardo as he travelled up the spectacular route from Perth to Exmouth with his best mate.
“Embracing those quiet, reflective moments coupled with the many adventures you can have on a drive up north was a joy to experience. The short film is designed to capture the stripped-back authenticity of two mates enjoying the freedom of a Western Australian road trip for the first time. It was a privilege to lead such a devoted and talented group of West Australian creatives, producers, managers, crew, and Australian musicians.”
Initiative Head of Client Services Steve Hare said the new brand extension leveraged the success of the previous Tourism WA campaign, Walking on A Dream.
“Western Australia’s road trips are awe-inspiring and otherworldly – and what better way to tell this story than through the eyes of proud West Australian and cultural zeitgeist Daniel Ricciardo. Strategically we have targeted environments which ‘collectively connect’ replicating the shared environment of a road trip; long form content and premium contextually relevant placements will help position Western Australia as a premium lifestyle brand and leverage Daniel’s magnetism for resonance.”
The launch of ‘Drive the Dream’ also includes partnerships with Qantas, Trip.com and Expedia with conversion-led trade offers.
westernaustralia.com/roadtrips
Tourism WA
Managing Director Carolyn Turnbull
Executive Director Marketing, Melissa Forbes
Director Brand and Marketing, Angela Raso
Brand and Marketing Manager, Luke Lenzarini
Brand and Marketing Officer, Josh Colum
Producer/Editor, Evan Scott
Agency: Rhythm
Client Services Director: Laura Morano
Account Manager: Jodie Hameister
Creative Director/Art Director: Stef Langton
Creative Lead/Copywriter: Gordon Haynes
Production Company: Rhythm Films
Director/Editor: Adam Rule
Executive Producer: Candice Shields
Director Of Photography: Justin Griffiths
1st AC: Arthur Bienkowski
Photographer: Jason Capobianco
1st Assist: Michael Tartaglia
Underwater DOP: Andre Rerekura
Underwater Photographer: Brooke Pike
Groomer: Kate Farmer
Stylist: Clare Ryan
Sound Recordist: Brett Stayt
Drone: Jadro Silic, Salty Davenport
Grip / Vehicle Rigging: Tim Whitlock
Colourist: Angela Cerasi
Music Production & Composition: Andrew Wright
Sound Design: Justin Braine
Retoucher: Adam Hayes
Media Agency
Head of Client Services: Steve Hare
Communications Design Associate Director: Molly Trumble
Investment Partnership Manager: Yamila Cano
Investment Partnerships Associate: Danielle Miaris
Associate Performance Director: Agostina Scagliotti
Manager, Addressable Activation: Julian Speller
Talent
Hero Talent: Daniel Ricciardo
Hero Talent: Blake Mills
Talent Management: Blake Friend
Musicians: South Summit, Boox Kid, Kilian Albecht, Grace Woodroofe, Riley Pearce & Bjear
16 Comments
This is superbly crafted, well done to everyone involved.
It’s beautifully shot, good pacing, decent music and very watchable. I watched the whole 10 mins and could have watched more, so job done, I reckon.
I could only get through 3 minutes of this. WA Tourism don’t actually require a creative agency if they’re doing campaigns like this.
Beautifully shot by Rhythm, but far out – 9 minutes of montage without an idea holding it together is madness. And what did this cost? $1m plus? Talent alone would be $200k. What a waste.
‘Talent $200’ 😂😂😂😂😂
A fan of this, and Rhythm.
Great for Rhythm and die-hard Ricciardo fans but hands up who got more than halfway through this?
A nameless negative comment only reads as a sad internet troll with no substance. Sorry to say.
Tourism WA will never attract a bigger audience if they keep being so executional like this. They need to transform and give a reason to come to one of the most remote places going round.
Really? You take the above comments as negative and a sad internet troll? You are being very sensitive. It’s a big world out there and we in Perth need to realise it. This is an okay campaign that uses a famous Perth superstar that everyone got to hang out with. It’s a normal Perth average job. We all don’t have to fall over ourselves to congratulate the creators. Dav and Guy are just being nice – because they are nice. All power to Rhythm but this is content that will be forgotten about in a month. What I found hilarious is that that media company quote on booking the social media campaign. Can someone please translate?
A well-crafted piece of content – but feels should have just paid $10k for a Postcards WA segment to get the same result. Also shows how flawed the Walking on a Dream positioning is that it doesn’t translate without a $1m of SFX to reinforce it.
Hats off to those creative giants who can find the time to neg post here when they have so many acceptance speeches to prepare for this year’s PADCs.
Geezuz. Nicely shot. But who has time these days to sit through all of that?
Judging by the hugely positive feedback online (from the public, I.e. the target audience) then you’d assume quite a few people have the time to enjoy it.
Beautifully shot and put together intrusion on their roadtrip….I would want to be paid as well but sadly no one would watch one minute let alone 3.
I do know that Tourism W.A. aren’t hiding the talent or creatives required in their offices to craft at this level (god forbid)…but this is the best and most honest connection yet to potential tourists so job well done imho. Creative genius is not reserved for ‘clever’ high brow conceptualists.
I was disappointed though that they didn’t drive off into the sky at the end with the rare flying whale sharks.
Makes me want to make the trip across the abyss and do it.
I didn’t last more than about 20-seconds, but I’m not the target audience and DGAF about celebrities. It looks great though, as you’d expect from Rhythm. Some creatives might see this as a missed opportunity, but the public probably love it (because ‘celebrity’) and therefore it’s a success. Is ‘playing it straight’ sometimes is the best option? Maybe. As long as we do the super clever awardy stuff sometimes as well. Also @Andrew, criticism of work does not always equal ‘sad trolling’ lol