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Scoot x DGC ‘Message in the sand’

A secret early morning mission. A (t)rusty garden rake. A love letter to the world.

On February 14th 2022 Gold Coast Airport welcomed Singapore Airlines subsidiary, Scoot Airlines, back to the Gold Coast for the first time in nearly two years. The flight marked Gold Coast’s first flight outside of the trans-Tasman bubble to land in 696 days, since March 23, 2020. Valentine’s Day was perfect timing for this long-awaited reunion.

To commemorate the occasion, Destination Gold Coast (DGC) approached us to create imagery of a ‘message in the sand’ welcoming back Scoot Airlines and its passengers. 

DJI 0065 Full scaled
The shoot team were treated to a beautiful sunrise on set.
Artboard 2
Artboard 1

Some projects require a little more creativity than others. Always up for trying something new, we set about sourcing a ‘sand artist’ to execute the job. A rather out of scope request for most artists, we quickly discovered. We reached out to friend of the agency, incredible hand-letterer Matt Vergotis. Matt’s can-do attitude and enthusiasm left us confident in his ability to execute the artwork.

The next challenge was working our schedule in with that of Mother Nature. The team from Bluu Media House were not only incredible at capturing the artwork on the day, but also provided incredible insight ahead of time as to the timing of the elements: the tides, sand quality, sunlight and rain.

Setting up at 4:30am, the team was treated to a stunning sunrise as the first rays illuminated the beach. We received great public interest during the shoot, with many asking if the message was a proposal message. It was; Gold Coast’s love letter to the world, propositioning tourists to return to the beautiful coastal region.

To accompany the arrival of the Scoot team and Singapore media delegates, MAAKE in partnership with DGC facilitated DGC’s CEO Patricia O’Callaghan’s presence at Currumbin Wildlife Sanctuary to do a live-cross with morning breakfast shows including Channel 7’s Sunrise and Channel Nine’s Today Show. Patricia was joined by star guest, Sanctuary Koala Yorkie, in front of Scoot branded assets arranged by MAAKE.

See more here:

Channel 7 Sunrise Feature

Channel 9 Today Show Feature

The message in the sand was featured in various print and digital publications, including:

The Advertiser 1

The Advertiser 2

Gold Coast Bulletin

Cairn’s Post

MyGC

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