Countdown to Queenstown
Queenstown is renowned for being New Zealand's winter adventure capital. In 2016, their spring campaign took a purely digital approach, using video, Facebook Canvas and utilising social platforms to highlight post peak season rewards.
Lush, playful ski fields; eternal adventure; longer bluebird days and warmer night life, sound like the beginning of a snowy utopian dream. Writing had a romanticised feel, drawing the traveller in.
The Facebook Canvas was essentially an image gallery, behaving as a countdown the further you scrolled — supported by strong visuals with associating text as below.
3: [Ski fields]
Imagine a place where sun and snow meet, where adventure crunches under you feet.
Where the child inside plays from dusk 'til dawn, and the adrenalin spike lasts all day long.
Beyond your wildest dreams such a place exists, in Queenstown, the land of 'Spring Bliss'!
Retouching involved extending a few landscape 'tilt to pan' images so enough of the object stayed within the 9:16 phone frame.