Tourism Tasmania explores the weird and wonderful of the winter season in Tassie

Tourism Australia has launched the latest iteration of its ‘Off Season’ campaign developed by BMF, encouraging Australians to refuel their souls in Tasmania this winter.

The campaign builds on the platform launched by BMF and Tourism Australia last winter season that urged Australians to embrace rather than escape the colder weather.



Shot in black and white by artist and photojournalist Stephen Dupont, the campaign creative captures the unique ways Tasmanians embrace the winter season – from the fiery celebrations of the solstice to the bracing cold of an icy plunge.

Encompassing six 15 and six seconds spots, each execution features a single black and white shot accompanied by stark audio of the scene at hand.

Other assets:

15” Horn:
15” Festival:
6” Terrapin:
6” Opera Metal:
6” Effigy:

One of the outdoor executions

David Fraser, creative director at BMF commented: “To celebrate the delightful off-ness of Tasmania, we sought to create a campaign that captures Tassie’s creative ‘Off Season’ spirit at its best. Because in the darkest depths of Australian Winter, the island state comes alive.”

Emma Terry, chief marketing officer at Tourism Tasmania added: “We believe Tasmania offers a different winter holiday, something you need to experience to truly appreciate. Through this campaign we remind Australians of all the moments of creativity and inspiration the Tasmanian ‘Off Season’ has to offer to re-ignite the travel bug, inspire new experiences, and get behind our tourism industry.”

Outdoor billboard execution

The campaign launches across Cinema, BVOD, OLV, OOH, Print, Audio Streaming, Digital and Social, around the nation.


Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: David Fraser
Associate Creative Director: Casey Schweikert / Rees Steel
Creative Team: Robert Boddington / Jack Robertson
Head of Art & Design: Lincoln Grice
Design Director: Fiona McLeod
Chief Strategy Officer: Christina Aventi
Planning Director: Thomasine Burnap
Chief Executive Officer: Stephen McArdle
General Manager: Richard Woods & Aisling Colley
Group Account Director: Edward Hughes
Senior Account Manager: Claire Emery
Account Executive: Connor McMurdo
Director / Photographer: Stephen Dupont
Production Company: The Kitchen Creative
Executive Producer: Zabrina Wong
Photographers: Jesse Hunniford & Rémi Chauvin
Producer: Grace Quinn
Stills Grade: Shayne Pearce
Post Production: Bantam Productions
Integrated Producer: Holly Whiteley
Edit & Online: Al Moore
Grade: White Chocolate
Sound Production: Rumble
Art Buyer: Basir Salleh
Production Director: Karen Liddle
Finished Artist: Catarina Duardo
Creative Services Director: Clare Yardley
Retoucher: Angus Whalan
PR: Abigail Dawson & Elliott Holohan

Digital Creative Agency: Clemenger BBDO
Media Agency: Starcom
Website Implementation Partner: Orchard
Client: Tourism Tasmania

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