Outback Spirit
Journey Beyond
A new brand platform that embraces the tangible and ethereal magic of
a guided 4WD adventure through the great Australian outback—inviting
Aussies to come find that special thing themselves.
When you experience Australia’s country, explore
its ancient lands and connect with a culture
steeped in unwavering history, you’ll discover
something else entirely. Outback Spirit know this
better than anyone else.
The brand platform launched with a moving TVC
spot that uses Geoffrey Gurrumul’s ‘Child of Rainbow’,
a song that perfectly captures the essence of
these awe-inspiring guided 4WD adventures
Backed by a fully integrated campaign,
‘find your Outback Spirit’ reached a national
audience through a suite of mediums
including tactical press, brochures, social,
digital and OOH executions.
As part of the brand evolution we developed
a distinct visual identity, bringing the design
language and elements into a more contemporary
space to engage younger Australian Baby Boomers.
