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Smartraveller wanted to reach travellers with fresh, relatable content that cut through the noise of traditional communication. The challenge was to deliver multiple awareness messages – from following local laws and respecting local cultures, to being aware of methanol poisoning and partying safely – within a 30-second format suitable for global distribution across social, web, broadcast and on-demand platforms.
In collaboration with Dentsu Creative PR, Monkeystack was engaged to create an animated content piece that would instantly capture attention and deliver key safety messages in one short, engaging and memorable sitting.
Distinct from the suite of Know Before You Go animations Monkeystack produced for Smartraveller, this campaign required a fresh, standalone style. We developed a collage-style animation blending real-world elements, illustration, motion graphics and 2D animation to create a vibrant, fast-moving visual journey. Three hand-drawn characters represent young travellers moving through destinations from tropical jungles to beach bars and volcanic backdrops, with key messages woven naturally throughout and a final call to action: Subscribe to Smartraveller.
The Monkeystack team handled the production from concept development, through illustration and animation production, to compositing and delivery. The result is a dynamic 30-second animation that captures the excitement of travel while reinforcing important safety messages, expanding the campaign’s visual identity and strengthening Smartraveller’s role as a trusted, engaging source of travel advice for Australians abroad.