Hipcamp: Reluctant Locals

Spec campaign across outdoor, TVC and digital. AWARD School, 2026.

THE BRIEF

Hipcamp lets people camp on private land: farms, bush blocks, creeks. Make people want to book.

THE INSIGHT

The best camping spots aren't in any guidebook. The only ones in the know are the animals who live there.

THE IDEA

Every campsite is somebody's backyard. So meet the residents. Gerald the wombat, Rex the sheepdog, Bev the sheep and Gladys the platypus are the reluctant locals, putting up with their guests in dry, deadpan style. The land is so good, even they don't want to share it.

Line: Every stay is someone's backyard.

OUTDOOR

A billboard series of one-star reviews from locals less than thrilled about visitors. "The ukulele kept me up all night." Gerald. Wombat. Light sleeper.

TVC

Three 30-second spots that sit the locals down for an interview about how they really feel. Gerald on Greg, the camper who thinks Wonderwall is a four-part movement. Rex, quietly hurt that Wayne listed the farm without consulting him. Gladys, scandalised on behalf of her neighbour Doris. Each one ends on the thing the campers came for: the place itself.

DIGITAL

An in-app pop-up that makes you agree to the local's house rules before you can book. "A note from Gerald: Wonderwall is illegal to play." Tick to confirm.

MY ROLE

Concept, copywriting, scripts and storyboards.