48 hours before the Superbowl, local media revealed that a star-studded trailer for the sequel to the classic Australian film Crocodile Dundee, was in fact a Superbowl ad for Tourism Australia. This meant Australia was going to be high on the consideration list for North Americans. With the clock against us, Air New Zealand tasked us with using the destination awareness this big budget spot would generate, to deposition Qantas and put them on North Americans’ radars.

When the final whistle blew we launched our online content through Facebook and Instagram. With North America talking about nothing other than the Superbowl, through a vox pop film we documented Australians’ lack of knowledge, and interest, in anything American Football related, thus making it the perfect place for fans of the losing team to visit.