Creating the world’s first digital-free national parks.
Great Northern, an Australian beer brand synonymous with the great outdoors, had just launched its new positioning: ‘it feels good out here’. We realised that one of the reasons being outdoors feels so good is because it’s completely offline, giving us a rare chance to switch off. But as 5G technology rapidly spreads, this won’t be the case forever.
So, we launched the Zero G Network - an initiative to create the world’s first digital-free national parks. We identified 35 locations around Australia and petitioned the government to keep them forever Zero G.
AWARD Awards - Bronze
Integrated Digital CampaignAWARD Awards - Finalist
Social, Use of InfluencersThe One Show - Shortlist
Integrated, Integrated CampaignThe One Show - Shortlist
Direct, Integrated CampaignCampaign Brief - The Work
DirectCampaign Brief - The Work
IntegratedCampaign Brief - The Work
Digital & Online
Recognition >
We launched with a film, urging people to sign our online petition and explore each of the proposed Zero G locations on an interactive map. People could also add to the Zero G Network by nominating locations they think should be protected from the spread of mobile technology.
We also sent some of Australia’s biggest influencers to Zero G locations to not influence for a week. Before they left we asked them to post a black tile saying they were going Zero G. Then when they returned, after not posting for an entire week, they shared a video with their followers explaining where they had been and how refreshing it felt to be off their phones for so long.
On the day of the launch we ran full page press ads in major newspapers across the country. We also ran billboards, showing drivers the distances and directions to the nearest Zero G locations.
