No Ordinary People

The initial concept for this ad portrayed King Island as a place where the people were beyond obsessed with cheese—where the bus driver had an encyclopaedic knowledge of Camembert, and the police chief packed an elaborate cheese board for lunch every day.

The client felt we were going too far—worried that it might seem like we were making fun of the good people of King Island.

Less than fifteen minutes after we landed on the island for the shoot, our taxi driver launched into an impassioned monologue about his favourite Camembert. I began to think we hadn’t gone far enough.