Ekka

Opportunity

The Ekka turning 150 wasn’t just another campaign launch. It was a pretty major Queensland milestone.

For generations, the Ekka has been part of people’s lives — strawberry sundaes, showbags, fireworks, livestock judging, first rides, Dagwood Dogs, sideshow alley and memories that somehow stick around forever.

The challenge wasn’t simply creating awareness for the 150th year. It was finding a way to celebrate the history and emotional connection Queenslanders already had with the Ekka, while still making this year’s show feel fresh, exciting and worth coming back for all over again.

Solution

Instead of building the campaign entirely from scratch, we decided to build it from the last 150 years themselves.

We spent weeks digging through Queensland State Library archives, newspaper collections, historic photography, old television footage, Courier Mail hard drives and the Ekka’s extensive media library looking for the moments generations of Queenslanders would instantly recognise.

Some were iconic. Others were wonderfully small and specific - strawberry sundaes disappearing in seconds, old showbags, fireworks over Brisbane, cattle judging, stunt drivers, Dagwood Dogs and the slightly terrified look people have always pulled on fairground rides.

Those memories and moments became the foundation for the entire campaign platform across film, radio, outdoor, social, digital, EDMs, press and partner assets - helping create a campaign that felt deeply connected to the generations of Queenslanders who’ve grown up with the Ekka.

Because the Ekka didn’t happen overnight. It’s been built year by year. Moment by moment. For 150 years.