To re-inject a bit of excitement and involvement around Australia Day, we created Advanced Australia Dare. The campaign encouraged everyone to sing the anthem their own way, and upload their rendition to the website so Australia could vote for their favourite. Posters, PR and guerrilla ideas supported the launch. Thanks to the wonders of the web, hundreds of videos were uploaded from Australians all over the world and the top ones were played in Sydney on Australia Day. The idea was embraced Australia-wide and videos were played all around the country, as well as local and national news.
