MATT GRAY, CREATIVE DIRECTOR, IRIS WORLDWIDE SAN FRANSISCO

Matt hails from the land where pretty much every creature wants to murder you (see more below).

He physically works at Iris London around the corner from where men used to wrestle bears for sport.

He remotely works at Iris San Francisco, which has the world's most liberal nudity laws.

As well as winning gongs at all the major advertising awards, Matt’s writing has also been shortlisted for The Winston Fletcher Short Story Prize for Fiction and earned him a semi-finalist spot for the ABC|Disney Writing Fellowship.

BRIEF: VISIT AUSTRALIA

Background: Assume it is 2023. The world has got on top COVID-19, but fears still linger around travelling to far away places.

The challenge: Australia wants to appeal to European, Asian and American 20 to 26 year old travellers. This generation has missed the opportunity to travel for the last few years. They are hungry for adventure, but getting them to Australia is a big ask.

It is super far away from home, you need to sit in a small plane for a long time to get there, and once you are there, all the important places are so far apart from each other that a lot of travel is required within the country.*

*Also, pretty much every creature in Australia wants to murder you.

Your task: Turn all these challenges into an opportunity and create a big budget global tourism campaign to entice young travellers to choose Australia for their first overseas holiday or working-holiday adventure in a post-COVID world.

The budget: Assume it is big. The Australian Government has chosen to go hard at this to reignite their economy.

The comms: You need to think of an idea that is big enough to transport itself into multiple markets and into the channels that our young consumer is immersed in.

Responses to Brief 4 due December 31st, 2021 11:59pm (Los Angeles time)