Client: Northern Australia Development Office
Boab created the original ‘Developing the North’ logo and visual identity, so we were thrilled to be awarded the tender for the Developing the North campaign for the North Australian Development Office (NADO). The objective of the campaign was to engage Territorians in the idea of ‘Developing the North’ – an idea that had been through many iterations over the past 100 years.
The positive feedback and engagement results from the Territory-wide market research were some of the highest ratings a Northern Territory government campaign has ever achieved. Off the back of this result NADO undertook an extensive talent recruitment program and were successful in recruiting 24 Territorians whose stories and images are featured in the campaign film and print collateral.
The concept was developed into 4 TVCs, 24 film testimonials, billboards, online and print advertising, brochures, factsheets and merchandise. Boab provided art direction for the TVC's and testimonials film production, and designed all the print and online collateral.
The 'What the Territory needs most is you' campaign has been so successful that it has been expanded across the NADO Population Series and Summit, and is the key messaging on Developing the North collateral.