| Title | THE WHITSUNDAYS - EVERY SHADE OF PERFECT |
| Brand | TOURISM & EVENTS QUEENSLAND |
| Product / Service | TOURISM |
| Category | A12. Achievement in Production |
| Entrant | THE HALLWAY Sydney, AUSTRALIA |
| Entrant Company | THE HALLWAY Sydney, AUSTRALIA |
| Advertising Agency | THE HALLWAY Sydney, AUSTRALIA |
| Media Agency | DENTSU MITCHELL Brisbane, AUSTRALIA |
| Production Company | UNCANNY VALLEY Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Simon Lee | The Hallway | Executive Creative Director/Director |
| Steven Hey | The Hallway | Copywriter |
| Dylan Soopramania | The Hallway | Art Director |
| Emma Digiacomo | The Hallway | Group Account Director |
| Annabelle Pocock | The Hallway | Account Director |
| Tanya Andrews | The Hallway | Producer |
| Bruce Allan | Bruce Allan | Director Of Photography |
| Adrian Barac | Montage Productions | Editor |
| Sophie Price | The Hallway | Head Of Planning |
“Every Shade of Perfect” is a world first: a 30 second TV commercial for Australia’s Whitsunday islands shot with an ordinary smartphone and post produced without any visual effects: no sky replacements, no retouching, no colour-grading, absolutely no filter. The ad therefore provides undeniable visual proof of the genuine beauty of the Whitsundays.
In 2014, we set out to achieve a world first: make a tourism commercial for Australia’s Whitsunday islands with nothing but a smartphone and no post production. No sky replacements, no retouching, no colour-grading, absolutely no filter - the aim being to provide undeniable proof that the Whitsundays is genuinely “Every Shade of Perfect”. It was a small team that took off to the islands: 3 creatives, a producer, a DOP and a camera assistant. To stay true to the idea, we only used equipment that a regular punter could pick up at their local mall: 4 phones, a couple of waterproof phone cases, a lightweight slider and a cheap stabilizer. The Whitsundays in May should be a picture of paradise and the forecast looked good. But as our aircraft headed north to Queensland, a serious low-pressure system was tailing us. And pretty much as we landed, it hit. The next four days were challenging to say the least. We battled the ocean, played Russian roulette with rain squalls, suffered equipment and serious sense of humour failure, and got stranded overnight on an island. But through sheer bloody-minded commitment to the cause, patience and ingenuity, it was mission accomplished: The world’s first tourism TVC shot with a smartphone and no post-production. Tourism advertising in Australia (and most parts of the world) has traditionally employed filmic and post production techniques to present the subject destination in the most attractive possible light. We rejected all of these, choosing to shoot instead with an ordinary smartphone and employ no post-production effects – all with aim of showing our audience that The Whitsundays region is genuinely “perfect”.