RooM Trend Reports come freshly produced on a weekly basis: they focus on the big issues that help define our creative and visual futures.

Our specially tailored Reports cover subjects from business and advertising, to entertainment and the arts and much more. From the thought provoking to the downright bizarre our researchers will find it, package it and post it for free – if it’s trending of course.
Each week day, starting Monday, we post through our social media channels, daily teasers on that week’s Trend Report, then on Friday we package up the whole Report and post it here along with a very useful summary and a handy downloadable PDF. Enjoy.






01

NOV
2013

Going Local - Australasia

Advertising with a local vibe is extremely popular. From instantly recognizable landmarks and travel icons to cultural nuances, leisure activities and tastes, sights and smells, Australasia can be captured for advertising in various ways.

This week we take a look at 5 inspitrational ads that represent Australasia in a small and huge way.




1

Tourism Australia


Credit: Australia.com

This series of ads is from 2008, but the style is still as relevant today. The iconic landmarks in Australia get the personal experience perspective.

The copy of the ads sums up one person’s reasons for visiting Australia, and the new experiences they leave with.






2

Tourism Australia and YouTube


Credits: Australia.com, Agency DDB, Sydney, Australia

A lot of travel and tourism advertising has moved away from the glossy and luxurious and is instead aiming towards a more user generated approach, offering first person experiences.

n 2011 Tourism Australia teamed up with the YouTube Orchestra to produce a series of ads that feature all the iconic landmarks, but at the same time offer a personal, street level, perspective.

Watch the first two episodes of the series here:

Episode One: YouTube

Episode Two: YouTube





3

Local Business


Credits: AEG, Agency BMF, Australia

AEG’s Tradesman series has a fantastic film showing a craftsman making and using one of the icons of Australia, the surfboard. Local business is a popular theme in advertising, and using a trade that identifies not only the business but indicates a geographical location is right on the money.

The ad flips between wide shots with the great Australian outdoors, to close-up shots detailing the creation of a surfboard

AEG Ad: YouTube










4

The People


Credits:Waiariki Institute of Technology

The best way to capture the spirit and identity of a place is through its people. Advertising loves strong portraits of people with great character and are connected to a particular location.

This 2012 TV ad for The Waiariki Institute of Technology entitled ‘Maori Development’ is a good example of the importance of representing real native and local people through advertising.

Waiariki Institute AD: You Tube





5

Tastes, Sights, Sounds...

Credits: STA Australia, Directed by Rick Mereki

Ok, we are cheating with this one. These STA Australia ads aren’t actually about Australasia, but one Australian’s travel experiences. But the ads are so effective and inspiring, they are relevant for whichever country you are shooting in.

They sum up the first person experience we keep pushing at you and are full of great street level visual ideas.


STA Australia Ad One YouTube

STA Australia Ad Two YouTube

Summary


Shooting tips from this weeks trend:

  • Iconic subjects for photography don’t have to be complicated, depending on the country a simple idea such as two people sharing local food or going for a drive can resonate very deeply with people.

  • Everyday activities that are indicative of a particular geographic location are always worth using as subjects for photography because often everyone can relate to them on a global scale.

  • Incorporating elements of nostalgia in your imagery can be effective, just make sure your shots also relate to the modern world as well.

  • Often the a cultural icon is not a physical thing but the experience of a person or between people. Capturing that, with the place or landmark in the background can often make for a more compelling shot.

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