Turning up the heat for Brisbane’s biggest playground.

South Bank was known as the go-to for a swim and a picnic. Great for families, but not ideal for driving retail and hospitality spend. The challenge was to shift perceptions and get people to stay longer and do more.

Just days before launch, the precinct’s major summer night event was cancelled due to weather. Together with the South Bank team, we pivoted fast, shaping a new campaign around a vibrant Summer Hub and a family-friendly Christmas experience.

Under the banner of “Summer of Wonder”, we created a bright, flexible identity that rolled out across outdoor, digital, social, signage and activations. The message was simple: South Bank is more than a quick dip.

Creative under pressure, built on trust, and delivered with impact.