Australia’s Biggest Story

Australia’s 128,000 farmers feed not only 24 million Australians, but another 36 million people beyond our shores. That’s 60 million people consuming the fresh, quality food produced by Australian farmers every day.
The Weekly Times has been telling this story – Australia’s greatest story – for nearly 150 years.

Australia’s Biggest Story

The brief

To further build on the 128K campaign we had previously developed for The Weekly Times by increasing website visitation and to continue to increase readership base in New South Wales and Queensland.

The idea

To shift the focus from the stories to the story tellers. We decided to turn the lens on to the passionate individuals who travel the country capturing the stories of the 128,000 Australian farmers who feed 60 million people around the world.

The Execution

We focused on three journalists from The Weekly Times and incorporated them into the story of the 128K. We captured their passion and their commitment to sharing the stories of Australian farmers. The campaign consisted of a TVC, print, social and digital elements.

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