Australia – As generative AI continues to be a trend amongst new creative campaigns, Tourism Tasmania has launched a new campaign where they launched an image generator–except that in this case, they actually tapped local Tasmanian artists to turn people’s prompts into actual original art.
The campaign, conceptualised by BMF and Orchard, Tourism Tasmania launched a new platform that invites people to turn their weird and wonderful ideas into very real art, created by very real Tasmanian artists to highlight the Tasmanian way of life and the reasons to visit; it’s craft, passion, realness, and authenticity.
For this campaign, the tourism agency collaborated with nine Tasmanian artists with backgrounds in ceramics, acrylics, oil and crayon, and allowing people to submit their most inspired prompts coupled with a Tasmanian location via the TasmanAi website, in the hopes of receiving their very own, unique, Tasmanian artwork.
Lindene Cleary, chief marketing officer at Tourism Tasmania, said, “TasmanAi is about highlighting what makes Tasmania different. While AI has its place in the world, the Tasmanian way of life is authentic and creative, where producing original art with meaning takes time, soul, and humanity.”
She added, “These are the things visitors will experience on a holiday in Tasmania – they ‘come down for air’ by slowing down, seeing the beauty beyond the surface, and making real connections. And of course, having a little fun.”
Meanwhile, Casey Schweikert, creative director at BMF, commented, “AI is great, but why let robots have all the fun? We’re excited to remind Australians that Tasmania is the most inspiring place on earth and prove just how creative us meatbags can be. After all, databases of stolen jpegs are no match for Tasmania’s wealth of artistic talent and wildly stimulating views.”
The campaign is drive by HAVAS Red for PR and Starcom for media, and is launched with an online video, in social, and through PR and artist activations.
