The Tasmanian Queer Woodchop Championships

The brief was to encourage some of the 300,000 revellers in Sydney for World Pride to tack on a visit to Tassie as well. So we did some classic ambush marketing, and invited them to the woodchopping. We did it Nike style, with a parody sport campaign heroing our un-celebrity timber athletes, slow-motion log montages, and an over-indexing on the woodchopping after party.