Four Queens. One Roadtrip. Zero F*cks.

Australia’s Southwest Edge wanted to drive tourism numbers to their 12-day road trip. The problem was, their scenic, diverse, and culturally rich road trip, was just like all the other scenic, diverse, and culturally rich road trips in Australia. So rather than making another generic tourism campaign. We thought, f*ck it. Then found four queens who also gave zero f*cks.

We created three episodes of content, documenting their journey. And called Joel Creasey, one of Australia’s most popular radio hosts from the road. We also updated our Queens progress on social and f*ck, it worked. 2392746 impressions, 499307 East Coasters reached, 17618 clicks and over 1.5million plays.

The Southwest Edge making it to the top of everyone’s f*ck it list.