The Australian of the Day

Client: Commonwealth Bank

Entertainment

SIMPLE

We turned an annual event into a daily celebration for every Australian.

CREATIVE

Leading up to the 2016 Australian of the Year awards, we sent 8 young photographers, on an epic 8 month relay around Australia. Their job? Crown a “Australian of the Day” every day.

From Camel Whisperers to Homeless Barbers. 
From Urban Wizards to Outback Elders. 
We uncovered the every day Australian’s that make Australia extraordinary.

The stories were updated on a bespoke microsite, and shared daily through Commbank’s social channels.

Australian of the Day not only breathed life into a 36-year-old sponsorship and reconnected Australia’s youth with the bank, it reminded them they have a vital role to play in celebrating Australia’s people.

IMPACT

155 million

Social & PR reach

460,000

Australian of the Day webpage views

144,000+

Unique visitors

5000

Instances of organic sharing across the campaign.

6.10

Average minutes on the Australian of the Day webpage.

Australian of the day

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