The Perth Royal Show reveals why ‘It’s Not Every Day for a Reason’ via new Marketforce campaign

The Royal Agricultural Society of Western Australia (RASWA) and Marketforce have launched a playful new campaign for the Perth Royal Show that imagines what would happen if the agricultural spectacle happened every single day. The answer: delightful chaos.

 

Picture dodgem cars stealing parking spots at the supermarket, morning dog walks awarded Best in Show, and kindy teachers trying to teach ABCs while farm animals roam the classroom.

The “It’s Not Every Day for a Reason” campaign builds on Marketforce’s 2024 partnership with RASWA, evolving the “It’s Not Every Day, It’s a Perth Royal Show Day” platform by dropping iconic Show experiences into everyday settings, proving why this magic happens just once a year.

“We wanted to capture that infectious Perth Royal Show fun,” says Craig Sadler, General Manager at Marketforce. “Coordinating scenes like thirty farm animals taking over a kindy classroom? That’s no walk in the park—but it makes for unforgettable TV. A big thanks to the client, production crew, and everyone who helped make it happen.”

Marie Campion, Community Engagement and Marketing, Royal Agricultural Society of Western Australia, said: “The Perth Royal Show is special because it only happens for eight days a year, if it was every day, life would be absolute chaos. Marketforce captured this perfectly with a clever campaign that brings the Show into everyday life in the most ridiculous and entertaining ways. From dodgem cars in the car park to farm animals in the classroom, it’s a concept that cuts through, makes people smile, and appeals to audiences of all ages.”

The integrated campaign spans TV, online video, audio, digital, press and social, with media planning by OMD and production by Flare, Marketforce’s in-house team.

The campaign reinforces a simple truth: some experiences are precious because they’re rare, turning this insight into memorable entertainment while celebrating why the Perth Royal Show’s annual return is worth the wait.

Credits
Client: The Royal Agricultural Society of WA
Marie Campion, Rebecca Pickett and Tilly Parker
Creative Agency: Marketforce
Creative Director: Andrew Tinning
Art Director: Jamie Wyatt
Copywriter: Andrew Rooke
Account Director: Joslyn Davies
Production Company: Flare
Director: Mason Fleming
Producer: KT Crocker
Director of Photography: Mahmudul Raz
Colourist: Paul Komadina
Sound Studio: Soundbyte
Photographer: Luke Carter Wilton
Media Agency: OMD