The City of Perth shines bright with a new marketing campaign from Wildlings
A major marketing campaign has been launched by the City of Perth, created via Wildlings, to encourage people from across the metropolitan area to make the city their destination of choice, whether they are dining out, catching up with friends or seeing a show.
The campaign, “Shine bright in the City of Light”, follows a group of dancers, who are inspired to break free from a rehearsal to go and explore the City. They make their way through iconic Perth locations in fun and unique ways, showing the City in a new light.
City of Perth Lord Mayor Basil Zempilas said the campaign will make people proud of Perth and fall in love with the City of Light all over again.
“Over 60 years ago, American astronaut John Glenn dubbed our great city, the City of Light, but it’s always been that for the people of Perth and this new campaign personifies all the reasons why,” says Zempilas.
This is the first major brand campaign since the City of Light theme first formed part of the City’s brand in 2022. City of Light was officially adopted following consultations which saw the theme of light resonate strongly with the community.
“From sunlight to city lights, the campaign celebrates how our glorious city shines, from the sparkling Derbarl Yerrigan / Swan River to the glittering light-filled skyline, we truly live in the most beautiful place on Earth,” says Zempilas.
The new campaign was shot across 10 City locations – some iconic and well known, with others more surprising and off-the beaten track. Locations include Elizabeth Quay, Wolf Lane, the City of Perth Library and His Majesty’s Theatre.
The ad features a talented cast of six local dancers and skaters, who capture the essence of Perth’s diversity and youthful spirit.
Zempilas said: “The City of Perth has just had its biggest summer season ever, and it’s a sign of bigger things to come – with Boorloo Heritage Festival kicking off next week, Lightscape locked in for winter at Kings Park and Plateful Perth back for its second year in August.
“There’s no doubt our City is shining bright and this new campaign will remind people the City is the place to be. It’s full of things to do and see all year round.”
Nicole Lennox Gray, Director at Wildlings, said: “We’re beyond proud to play a role in helping the City of Perth bring the City of Light vision to life. Nicole praised the City of Perth’s campaign strategy, highlighting its focus on showcasing Perth as a cosmopolitan city with a laid-back charm.
“The campaign aims to appeal to both residents and visitors by highlighting the city’s vibrant culture, entertainment options, and picturesque surroundings, positioning Perth as a destination that offers a cosmopolitan experience with a relaxed vibe.”
The campaign can be seen now in cinemas, on TV, digital platforms, outdoor billboards, and streaming services.
See the coverage from Sunrise this morning with Matt Tinney.
Credits
Client: City of Perth
Alliance Manager Communications and Marketing – Kelly Eadie
Marketing Lead – Naomi Lopez
Marketing Officer – Rachael Goodall
Agency: Wildlings Creative
Creative Director: Matt Wilson
Client Partner: Nicole Lennox Gray
Account Manager: Jen Wong
Creative Director: Pat Lennox
Client Partner: Cait Wilson
Head of Art – Neil Martin
Graphic Designer: Gareth Bennett
Senior Account Manager: Alicia Gould
Cast:
Parkour: James MacFarlane
Skater: Kate Golding
Rollerblader: Emmi Rumsa
Ballerina: Millani Booth
Acro: Gabby Kirby
Dancer: Aisha Samat
Production Company: Clockwork Films
Crew:
Director: Justin McMillan
EP: Katie Trew
Producer: Anouk Ratnawibhushana
PM: Alexandra Nell
Prod Assist: Jed Cowper
Runner: Faye Sanders
Runner: Alex Gibbs
Runner: Emily Parker
DOP: Rick Rifici
1st AC: Murray Johnston
2nd AC/DIT: Martin Phan
Gaffer: Michael Titter
Best Boy LX: Ben L’aiguille
Key Grip: Tim Whitlock
B-Cam: Tim Fitzgerald
B-Cam AC: Bassem Azer
Wardrobe Stylist: Nicole Ferraro
Standby Props: Kylie Clifford
HMU: Nadia Duca
HMU Assistant: Michele Allison
Stills Assistant: Dave Walters
Lighting Tech: Josh McAuliffe
Editor: Matt Mansell
Colorist: Yanni Kronenberg
Post: Matt Maunsell at CWF
Studio Facility: Raz’s Studio
Audio: Soundbyte
Brad Habib and team
Music: ‘Westside’ by the Moving Stills
37 Comments
After several years of pretty moribund creative work the City of Perth and Wildlings finally deliver a breakout world class campaign that conveys the depth and breadth of what the city offers. Well done Matt.
please tell me this is sarcasm…
You’d hope so…
Amazing work from Matt Wilson and his team. This is revolutionary creativity in the city marketing space. The use of light, performance and the cutting edge creative idea itself will truly set our city apart from any other. Simply brilliant. If this doesn’t make you proud to call Perth your capital city nothing ever will. I have never seen anything quite like this in my life. Campaign of the year, by far.
Revolutionary. Cutting edge creative idea. Simply brilliant. Never seen anything like it in my life. Campaign of the year.
I’ve never see a comment like this in my life. What were you watching?
This is really great work.
Congratulations to Basil and the entire City of Perth team. Tourism WA this is the benchmark for Destination marketing which you should be wanting to achieve going forward.
Finally someone made my idea.
Where is the recognition for the legion of uniformed police and security personnel who ensured a safe environment for this shoot?
So wonderful on a Thursday to be reading nice positive comments about work for a change. Good to see that a great campaign can put a smile on our collective faces and bring out a generous spirit.
This is average or is Perth still living in the 90″s as that is where the concept and filmic style has come from. Come on Perth, surely you can do better…….
That’s a long list of credits, down to the on-set runners with no vision post-production credits. Would love to know where Clockwork post in Perth.
Post was done out of Raz’s studio in East Perth James. Cheers
I guess they weren’t worth celebrating?
I’m sorry if this is a double post but it’s unfortunate the offline, grade and online personnel didn’t meet the same criteria as the runners. I mean it takes a village after all.
Credits list 🙌🏼 A Team
Who are you??? Seriously, if your think you’re doing Matt a favour, you’re not.
Can we please stop this praise for average. We’re better than this. This is the worst client in town to work for – the ad feels like something PMFM would have made (it would have had more energy) in 1995. The most average City of Perth work since Xmas. Oh, the only Perth work since then. Not Wildings fault, but please, between this and the Dockers – let’s stop celebrating average and get behind the really great stuff.
The sarcasm is strong with you.
being a screenshot that includes the video player timeline and UI is priceless. Everything about this is worthy of Lord Baz.
Are all these comments AI-generated to match the campaign?
So there was human editor? Why not credit post? I don’t get it? What am I missing?
At it again
Actually they (city of p) seem to have launched a few different campaigns in last few weeks. The parking thing that went live a few weeks ago is also sweet, in a totally different way. I love it. Very different direction from that hoodoo gurus song ad, feels modern and fun.
This is not wrong.
Looks like a video clip with zero imagination…. prove me wrong?
Any way you look at this, love it or hate it, it’s just a once off ad. What the City of Perth sorely needs is a long term strategy that delivers a long term strategic and creative platform for the brand. What the City of Perth does, along with it’s constantly changing panel and roster of ad agencies, is constantly change strategy and creative direction so they are running ads but not building brand. It’s day one of marketing school really and the difference between doing stuff and driving results. If the ‘dancers’ is a strong and enduring device then let’s see it used right through the city and througb a range of different messages over the next few years…HBF and the Quokkas being a good current and local example or even the crusty old Harvey Norman work. Please let’s see an intelligent and proven scientific approach to marketing.
Are you one of those backyard scientists who like to ‘cook’ then sample the merchandise?
The brand platform is very obviously Shine Bright in the City of Light.
Dancing is just one expression of this.
Let’s face it, it won’t win a lion, and that’s perfectly fine. Wildlings have been putting out some incredible stuff for the past year, and this doesn’t hit their usual award winning standard, but I doubt this campaign would garner the same toxic reaction, if it came from any other Perth agency. To quote tay tay “haters gonna hate”. Ad people of Perth… It’s not that deep.
isnt a brand beyond its ads, Scientist guy? City of Light seems to be pretty entrenched in everything they put out. Tricky to be a brand that straddles categories and audiences. But hey, if poor CGI quokkas flogging shit insurance and harvey norman owning The West is your gold standard….
“This is revolutionary creativity in the city marketing space”
Please give us all a few reasons why this is revolutionary.
You either have your tongue buried in your cheek, or you are delusional. Half the comments placed here gushing on the work are also delusional.
As someone said above, gushing over this standard of work doesn’t improve the industry.
What is it with the over the top, fan boy praise of every piece of Wildlings work that hits CB? Yeah, it’s nice. But calm down with the overzealous comments, people. It’s getting embarrassing when the Perth ad industry think this is “world class”, “simply brilliant”…seriously?
How come the only creative idea we have in Perth is to have people dancing throughout an ad? Come on people, use your own imaginations. I feel like I’ve already seen this ad 100 times before on the very first viewing. Don’t be so naive to simply brush off all the criticism in these comments. City of Perth need to do a lot better to entice people into the city.
They aren’t ‘dancing throughout’ the dancers are a device themselves. they do a variety of things in the ad.
Who made that inspired song choice?
Hey Unbiased Opinion, it’s because a dance (or a song) is what you do when you don’t have an idea. See also Plico’s latest effort. This was never gonna be amazing though — a notoriously difficult client on a strategically wonky platform. And if 7 agencies pitched at least 2 ideas each and this came out on top, we have an even bigger problem. The song was a mandatory btw (and not a Perth band), making the degree of difficulty even greater.
I actually like the Plico ad…
Wildlings are such a breath of fresh air. It’s just what this stale market needs. Love that they’re ruffling the old guards feathers too – evidenced by the insecure and jealous commentary that appears every time they win a pitch or make a piece of work.
Keep pushing Nicole, Pat, Matt and team
Why did you make me search that Plico ad. We’ve reached a new low.
It’s giving U by Kotex “girl boss it on your period” vibes…