The biggest public event on Brisbane's calendar, The Royal Queensland Show – also known affectionately as the 'Ekka' – launched its new identity with us.
The campaign put out a retro, surreal face on an old favourite. Iconic imagery of baby chickens and cheeky little boys gave new meaning to 'chick magnets', while puppy dogs and sausages put a spin on the term 'sausage dog'. And to change a misconception that the Ekka offer was stagnating, a new tagline – 'Forever Changing' – met it head on.
The above-the-line campaign led to the rejuvenation of the other Royal Queensland brands.
