The archive · Advertising · Marketing decision · 2022-2023
Tourism Australia's G'Day sells post-lockdown Australia as a nine-minute animated film
After two years of lockdown, Tourism Australia relaunched with G'Day, a nine-minute animated comedy voiced by Will Arnett and Rose Byrne.
Tourism Australia
What it had to solve
After two years of lockdown closed Australia to visitors, Tourism Australia needed to encourage people to visit again. It wanted a big idea with big star power that could carry a national welcome.
How it works
After two years of lockdown closed Australia to the world, Tourism Australia needed a big idea with big star power to encourage people to visit again. The answer was G'Day, a nine-minute film built around two of the biggest talents in the world.
Comedian Will Arnett voices a charismatic toy unicorn with questionable magical abilities who is accidentally delivered to the wrong gift shop in Australia. Rose Byrne voices the forgotten kangaroo souvenir who seizes the chance to befriend him and escape her dusty shelf, showing him the sights she has always dreamt of.
The result is a national invitation delivered as an animated buddy road trip rather than a tourism postcard. The film is archived by D&AD as a reference for long-form, star-led destination advertising.
Why it lands
- Nine minutes gave the campaign room for character and comedy instead of a highlight reel.
- Star power, Arnett's comedy and Byrne's local knowledge, made a national message feel personal.
- A buddy story gives audiences a reason to follow two characters through Australia's sights.
What it did
The nine-minute film became Tourism Australia's post-lockdown invitation, pairing global star power with local knowledge. The work is archived by D&AD as a documented reference for long-form destination storytelling.
What you can take
A destination can be introduced through character and story rather than scenery: nine minutes of comedy gave a national relaunch a reason to visit, not just pictures of places.
Since then
G'Day entered D&AD's awards archive as professional work for Tourism Australia, documenting the nine-minute film under the D&AD Pencils programme. It stands as an example of using long-form animation and casting to relaunch a destination after a long closure.
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