The Best Job in the World
Award: Graphite Pencil
Graphite Pencil / Digital Advertising / Digital Advertising Campaigns / 2010
Our challenge was to increase international awareness of Queensland’s islands of the Great Barrier Reef, and transform a popular day-trip destination into an international tourist’s dream holiday. In a time of rising unemployment, we created the best job in the world. It sounded too good to be true, but the Island Caretaker role was a genuine employment opportunity with Tourism Queensland. Anyone could apply, and the successful candidate would spend six months living above the reef, exploring the region and reporting back to the world. With a US$1.2million budget, we placed simple recruitment ads and created a worldwide phenomenon.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.