Kakadu is one of those places most Aussies would love to visit, just not today, so they go abroad instead.

The Kakadu cab was an instant solution involving Film, Radio, Direct Marketing and Online.   

It was an unmarked Sydney taxi that offered anyone who got in, two choices: either get driven to your destination just like a normal cab, or get whisked off on a 3 day tour of Kakadu, courtesy of Inspiring Journeys group holidays.

The only catch?  You have to leave immediately.

For those who said ‘yes’ the entire 4-day adventure was documented and broadcast online. The footage sees real people selling the tours in their own words (most people hate the thought of a group holiday) and reminding the rest of Australia that the holiday of a lifetime is closer than they think.

 Best Ads Pick of the Week.

Anomaly got me in as a CD and some-time writer on a charming little campaign for Captain Morgan. The pick of the bunch was this one, conceived, written and directed by the amazingly talented Craig Ainsley (who actually isn't a control freak).  More surprising still is how it managed to sail through Diageo's normal butcheringsorryapprovals process.

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There was also an online competition to go to Kakadu with the same 'leave immediately' mechanic.  We sent the Cab along to tell people they'd won and again, whisk them off to the airport then and there.