Big stunts capture Australia’s attention

To launch Microsoft’s Windows Vista, Howorth developed a series of unique Australia Day stunts entitled ‘Look up and smile’, capturing the pride and beauty of our national day. The campaign was successfully integrated into celebrations Australia wide and helped Microsoft achieve enhanced community goodwill towards its brand through:

• support from each of the State Premiers in their Australia Day speeches
• intensive media coverage that reached more than 19 million Australians.

Coverage featured 130 stories and included radio news; talkback radio, TV news, print media, including the front page of The West Australian and online news.

Stunt highlights

Australians from all walks of life were encouraged to participate in one of many aerial photographs, or in specially created events across the country.

• Sydney-siders gathered at Centennial Park to create a massive multi-coloured map of Australia. This represented Australia’s unity in freedom and democracy, as well as the diversity of our many walks of life, religions and backgrounds
• At Kirra Beach on the Gold Coast, Australians were photographed creating an image of a red and yellow lifesaver’s cap, featuring nippers to granddads to honour 100 years of surf life saving in Australia
• In New Norcia, Western Australia, a massive 100m x 90m artwork was recreated from an image painted by three artists of the Indigenous Yuat people to reflect Australia’s unity and path towards reconciliation.

Campaign key steps

• Through close partnership with the National Australia Day Council of Australia, Howorth carefully positioned Microsoft – an ‘American’ company – so that it was not was seen to be taking over Australia’s national day
• Howorth encouraged Australians to help create three enormous artworks at large scale events in NSW, QLD and WA and participate in its aerial photography
• Howorth also worked with Microsoft to assist local committees, service clubs and other community organisations to participate by hosting their own Australia Day event. By taking their own photograph and uploading images and uploading their images to www.lookupandsmile.com.au, these groups were eligible to win $5,000.