Problem:
Jumbuck, one of Australia’s oldest sheep and cattle producers, were competing with the mining industry to attract workers to sheep and cattle stations throughout the outback. The mining industry were able to offer higher salaries and longer term work compared to the seasonal nature of station work.
Insight:
Station life offers unique experiences mining can’t offer.
Idea:
To tell the Jumbuck story authentically we created a video and new website with bespoke photography from the stations. The new website made it easier to find information and apply for roles.
Results:
The creative was really well accepted by the Jumbuck Family, including the Jumbuck Manifesto being printed on the front page of the Jumbuck News. Anecdotally, applicants found the new website easier to navigate.
Campaign:
2019, NATION Creative.
Role:
Project Director and Strategist.
Courtney Garfoot 