New Zealand wasn’t cool anymore, and in an age where he who dies with the best story wins, it’s no wonder young backpackers stopped visiting.

Idea

We created a global trading hub. All they had to do was trade a material possession they loved for a $30,000 story of a lifetime.

The trades poured in from over 50 countries. From cars, to guitars to a whole house.

Once the winners arrived, the website became their blog and their holiday was our next ad campaign.

With backpacker visitor numbers up, it proves that stories really do beat stuff.

In an age where the status update is everything, it’s he who dies with the best stories that wins. So we asked young people from around the world to prove it. We created a global trading hub. All they had to do was trade a material possession they loved for a $30,000 story of a lifetime. On the website people could upload their trade, pick from one of six prizes, invite 3 friends to join them and share with their social network. Friends could come on to vote, look through the experiences and other trades.

Trades poured in from over 50 countries. From cars, to girlfriends to their entire house. Over a million people either entered, voted, shared or saw the campaign and the 'ads' that were created got a million views on YouTube. The arrivals of young travellers continue to grow, proving that stories really do beat stuff.