Media: Integrated
Category: Travel, transport & tourism
URL: http://dundeemovie.com
Client: Tourism Australia
Agency: Droga5, New York
Production: Revolver
Country: Australia
Director: Steve Rogers
Creative Chairman: David Droga
Creative Director: Kevin Weir
Creative Director: Chris Colliton
Associate CD / Copywriter: Jim Curtis
Associate CD / Art Director: Ryan Fitzgerald
Executive Producer: Paul Hogan
Agency Executive Producer: Andrew Slough
Group Account Director: Edward Rogers
Account Director: Marissa Guerra
DoP: Russell Boyd
Designer: Devin Croda
Designer: Jenn Lally
Account team: Jeff Winsper
Planning Director: Will Davie
Account manager: Annie Sherbon
Credits List
Tourism Australia :: Dundee: The Son of a Legend Returns Home
Dundee: The Son of a Legend Returns Home :: Integrated Credits List
Client Tourism Australia
Campaign Dundee: The Son of a Legend Returns
Home
Launch Date 2/4/18
Agency Droga5 NY
Creative Chairman David Droga
Creative Directors Chris Colliton, Kevin Weir
Associate Creative Directors Jim Curtis, Ryan Fitzgerald
Design Director Devin Croda
Designer Jen Lally
Associate Experience Design Director Annie Ha
Co-Director of Film Production Jesse Brihn
Executive Producer, Film Andrew Slough
Music Supervisor Mike Ladman
Director of Business Affairs Jocelyn Howard
Sr. Business Affairs Manager Tom Vendittelli
Talent Manager Michelle Cramer
Senior Traffic Manager Wendy Kaplan
Co-Director of Interactive Production Justin Durazzo
Producer, Interactive Alex Smith
Producer, Media Aaron Matys
Director of Art Production Cliff Lewis
Producer, Art Nichole Katsikas
Associate Director. Print Services Riely Clough
Group Strategy Director Will Davie
Head of Communications Strategy Colleen Leddy
Communications Strategy Director Delphine McKinley
Senior Communications Strategist Hillary Fink
Data Strategist Janet Kim
Group Account Director Edward Rogers
Account Director Marissa Guerra
Account Manager Annie Sherbon
Associate Account Manager Jeff Winsper
Senior Project Manager Meredith Nydam
Project Manager Tessa Muchura
Global Head of PR Marianne Stefanowicz
PR Manager Danny Hernandez
Client Tourism Australia
Managing Director John O’Sullivan
Chief Marketing Officer Lisa Ronson
General Manager - Susan Coghill
Creative, Content & Campaigns
General Manager - Geoff Ikin
Global Media, PR & Social
Global Manager - Nick Henderson
Social Media
Global Manager - Sarah Gallon
Media & Partnerships, Marketing
Global Project Manager Siobhan Petri
Global Manager - Campaigns Courtney Barry
Global Manager - Emma Sturgiss
PR, Broadcast & Advocacy
Global PR & Advocacy Manager Nicole Foster
PR Manager North America Julie Earle Levine
General Manager - John MacKenney
Digital Transformation
Global Manager - Iris Wagner
Digital, Mobile and UX
Global Manager - Manjit Gill
Insights and Optimisation
Special Projects Manager Yvonne Cheng
International Media Manager Minta Burn
Marketing Media Manager Rochelle Vinson
General Manager - Leo Seaton
Communications and Government
Production Company Revolver / Will O'Rourke / Biscuit Filmworks
Director Steve Rogers
Managing Director, Revolver/Will O'Rourke Michael Ritchie
Managing Director, Biscuit Filmworks Shawn Lacy
Executive Producer, Revolver/Will O'Rourke Pip Smart
Executive Producer, Biscuit Filmworks Holly Vega
Producer Caroline Kruck
Director of Photography
Russell Boyd
Camera Operator Anna Howard
Drone Operator Tony Driver
Production Designer Chris Kennedy
Costume Designer Margot Wilson
Makeup / Hair Nikki Gooley
VFX on set Supervisor Justin Bromley, FIN Design
Editorial EXILE
Editor Pete Sciberras
Production Company Second Child
Film (“The Cast Trailer” Only)
Photography
Retouching
Quality Control
Post Production Blacksmith
Color Company 3
Music and Sound Design HUMAN
Sound Heard City
Interactive Production Company Active Theory
Media Agency UM Sydney
PR Consultant Kovert Creative
Synopsis:
During the 2018 Big Game, viewers learned that the much-talked about sequel of an ʼ80s movie, "Dundee: The Son of a Legend Returns Home," was not a sequel at all. It was actually an elaborate, star-studded advertising campaign aimed at attracting more travelers to visit Australia.
Tourism Australia, the government agency responsible for attracting international visitors to Australia, revealed it is behind the major US marketing campaign.
Excitement for the new Crocodile Dundee movie had been steadily building over the month of January. Imitating a traditional studio promotional campaign-using PR, social, digital, OOH and the release of four teaser films-anticipation for the new film was widely reported in People, Buzzfeed, Daily Mail, Good Morning America, and the Hollywood Reporter, among others.
Starring Danny McBride and Chris Hemsworth, with a cameo from Paul "Crocodile Dundee" Hogan himself, the 60-second commercial that aired during the second quarter of the Big Game revealed the joke to viewers. What begins as a typical movie trailer slowly and comically unravels, becoming a flagrant excuse to highlight Australia's dazzling locations and fine array of food and wine.
Presented as a buddy comedy, the movie features Danny McBride as Brian Dundee, the long-lost son of Mick Dundee and Chris Hemsworth as his sidekick, Wally Jr. The all-Australian supporting cast has an impressive roll call of Hollywood heavyweights and homegrown talent, including Hugh Jackman, Margot Robbie, Russell Crowe, Ruby Rose, Liam Hemsworth, Isla Fisher, Luke Bracey and Jessica Mauboy.
The teasers led viewers to believe that Mick "Crocodile" Dundee was lost in the outback, and only the American son no one knew he had would be able to find him. Cue Brian Dundee returning to the Australian outback to find his father. The teaser films and promotional campaign encouraged fans to tune in to see the "official movie trailer" during the Big Game, where the Tourism Australia campaign was ultimately revealed.