The Queensland Parks and Wildlife Service & Partnerships’ (QPWS&P) crocodile management team, engaged our DETSI Strategic Comms and Creative team to design a safety education campaign aimed at young men local to Tropical North Queensland - statistically the most likely to suffer a croc attack while fishing and boating, and notoriously hard to reach.
In collaboration with Smoke creative agency, ‘Up here, we’re CrocwiseR’ built upon the existing Be Crocwise campaign by blending local knowledge with evidence based actions to keep you safer in croc country.
Using thorough research and insights from local fishers and boaties and blending it with humour and an authentic location shoot, we developed creative that used the local vernacular and spoke from the local perspective, telling southerners its not enough to be Crocwise, in TNQ you gotta be CrocwiseR.
I served as art director for the shoot including pre and post production, concept and finished artist and copywriter in collaboration with Smoke, DETSI and QPWS&P.
The shoot provided the department with a suite of authentic image and videos for evergreen educational use while the CrocwiseR campaign ran across multiple channels including :
· Mens convenience ads
· Digital ads
· YouTube ads
· Socials
· Radio ads