This campaign turns insult into opportunity to shift perspectives about Adelaide, aiming at both attracting visitors and strengthening a place-based sense of community.

If you search up what Adelaide is known for it doesn’t take long to come across interstate comments ragging on the city. This campaign takes a tongue-in-cheek approach to the common insult that “Adelaide is a hole”. 

The use of diecuts and blank spaces throughout the touch points work as photo opportunities that invite the Adelaide community to express what Adelaide is to them and show off the real people in the ‘hole.’