When Lonely Planet announced that Canberra had won third place in their ‘Best in Travel’ list we knew a lot of Australians wouldn’t believe them. So, we designed a social campaign to convert the naysayers and demonstrate that our Nation’s Capital has some serious personality and flair.

Stationed in a war-room full of content creators and copywriters – and armed with social listening software - we waited for the news to drop before scanning various platforms for negative reactions. When we came across a hater, we responded in kind (kind of) – creating a bespoke meme or gif that snapped back and stood up for Canberrans. This semi-rogue, conversation-hijacking approach got so much attention that it generated its own news with the likes of Pedestrian aggregating the best comebacks from the day.