Pretty Little Thing

The Brief

As Australia began to see the light at the end of the tunnel after the global pandemic and as the country began to open up, the Australian office were eager to showcase how unique Komodo is, whilst showcasing the hidden gems within Australia. After donating a significant amount of money to Australia during the bushfire outbreaks, fashion label, PrettyLittleThing were ready to establish themselves within the Australian market, whilst giving back to communities who were heavily affected by the bushfires.

Our Production

Komodo worked closely with South Australia Tourism to create a unique activation, to truly showcase South Australia’s beauty.
To ensure this was achieved, Komodo took 8 of Australia’s most loved social media influencers toshoot unique and amazing content at the the most aspirational and desirable locations across South Australia such as Kangaroo Island and Coober Pedy. Throughout the activation; Komodo ensured messaging around the devastation of the bushfires in early 2020 and COVID has had on tourism in South Australia.

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The grand finale of the trip was to end at the Pink Lakes of Lake MacDonnell with the SouthernHemisphere’s longest catwalk (1.1km); whereby we would get Australia’s most well known models to live stream the catwalk to the world’s audience. A combined social following for the event was set to hit 35 million people globally. We also had notable celebrities and media in attendance to watch the catwalk live in Ceduna; prompting greater coverage to South Australia. Unfortunately however, the day before the show the governor for South Australia announced a snap-lockdown due to a COVID outbreak meaning we needed to fly all staff, crew and talent out of the isolated town of Ceduna within 3.5 hours. From arranging coaches to private jets out of the state, Komodo prioritized all those involved to ensure everyone got out of South Australia safely and on time. Fortunately we managed to fly everyone out of the state; and managed to gain a great deal of press post-event.
This activation was not the fairytale ending Komodo had imagined, but it showed our ability react to circumstances beyond our control and reflect upon the positives.