Tourism Australia today launched “Transformation”, a new advertising campaign being rolled out in 22 countries around the world. Baz Luhrmann, known for his movies Moulin Rouge and William Shakespeare’s Romeo and Juliet, was responsible for the television and cinema commercials set in New York, Shanghai and Western Australia.
Original music for the New York commercial, Billabong, was composed by Sydney composer and song writer Elliott Wheeler, from sound and music boutique Nylon Studios.
The music for the New York spot was composed and recorded within a 48 hour timeframe in early September. Film directors Baz Luhrmann and Bruce Hunt called Nylon Studios on a Friday night a month before the launch, asking for a demo to be completed by the following Monday. Elliott composed two pieces on the Saturday before recording them with a string ensemble from Sydney Symphony Orchestra on the Sunday morning.
Once the creative team had chosen one of the tracks further work included the addition of multiple layers of piano tracks to create a a signature sound for the main piano melody, and careful sound engineering and mix by Wayne Connolly. Encouraged by warm response to the soundtrack, Wheeler has written an extended version with lyrics recorded by Abby Dobson from Sydney band Leonardo’s Bride.
“We wanted to use strings, but not on such a scale that we’d be dictating to the audience what they were meant to feel, so in the end we went with a much smaller chamber ensemble. We put a lot of energy into finding a balance between the intimacy expressed in the dialogue, and the grandness seen in the cinematography.”
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Yikes! First the creepy Burger King. Now the very strange "FAST" tschotske.
Is anyone else getting the feeling that Crispin Porter, with their very uncute advertising mascots, is turning into the Leo Burnett of the new millenium?
Just suffered through the series. Painfully bad. The concept almost has merit, but they've beaten us over the head. And the voice...
I'm starting to think CP's reign may be nearing completion.
Yup, with Sprite having a little black doll with an afro claiming to be "thirst" and Cadbury's in Britain having large stuffed animals represent your "happiness", as well as the examples above, I think it's time to call time on the "creating-a-character-to-stand-in-for-something-intangible" idea.
OMG! If you think this stuff is weird, check out the web site. Take a GTI test-drive with a German dominatrix/nurse... this must be the dark side of "Subservient Chicken"
http://www.vwfeatures.com
Oh hey, that's live now? Cool. Strange, although I think the fast thing is more odd.
I don't get the concept... I mean - is there some culture bias or what is that little thingy mean?
The little thingie represents "fast" and works just as poorly or well for Americans - it's not a culture thing. I guess it's a litttle like angel and devil representing your conscience. If you've seen that you're well equipped enough to make the leap for this thingie.