BMF and Tourism Tasmania showcase the state's creative side with the launch of TasmanAi

BMF has partnered with Tourism Tasmania to launch an image generator, which, instead of using artificial intelligence, turns people’s prompts into original art made by local Tasmanians.

Through TasmanAi, Tourism Tasmania is inviting 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.

Collaborating with nine Tasmanian artists with backgrounds in ceramics, acrylics, oil and crayon, people can 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, Tourism Tasmania, said the campaign showcases 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.

"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."

TasmanAi, created by BMF and Orchard, and with PR driven by HAVAS Red and media by Starcom, launches with an online video, in social, and through PR and artist activations.

Casey Schweikert, Creative Director, BMF, said the campaign aims 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.”

CREDITS

Client: Tourism Tasmania

Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Executive Creative Director: David Fraser
Creative Directors: Casey Schweikert & Rees Steel
Art Director: Imogen Wetzell Ramsey
Copywriter: Declan Harrick
Design Director: Fiona McLeod
Planning Director: Thomasine Burnap
Client Services Director: Edward Hughes
Senior Account Director: Rebekah O'Grady
Account Director: Brigitte Davies
Head of TV: Jenny Lee-Archer
Agency Producer: Jess Vella
Art Buyer: Basir Salleh

Digital Agency: Orchard

PR Agency: Havas Red

Media Agency: Starcom

Production Company: Good Oil
Director: Taylor Ferguson

Sound Production: Rumble