Cannes Lions

HUMAN BROCHURE

THE WORKS SYDNEY / AUSTRALIA CAPITAL TOURISM / 2013

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Overview

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Credits

Overview

Description

Branded entertainment is relatively new in Australia. The most awarded projects have involved creating content around real-world experiences.

As the Human Brochure was created for an online content platform and not TV, we were not restricted by regulations imposed by TV stations, government or regulatory bodies.

The Human Brochure was the first activation of a live experience Branded Entertainment event.

Execution

The Human Brochure began with a search for 500 of Australia’s most influential bloggers, Tweeters and Instagrammers. When they shared an experience from a weekend in Canberra, their posts were seen by their followers, and often re-posted for an even wider audience. All posts were aggregated at humanbrochure.com.au where visitors could discover a range of Canberra experiences.

Outcome

- 31,406 applications

- 81m earned media impressions

- #1 trending Tweet for three days

- 7,782 Tweets

- 4,952 Instagram pics

- 92% of posts extremely positive

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