What you say at your front door. What Adelaide says to its suburbs.
THE LUNCH · the laugh that arrives before the hello, Central Market
Her work-from-home day, worked from the city: the tram in at nine, a market lunch that runs long, the garden at four, home by 6:15 with the same work done.
THE HAUL · the first come in of the day, said with the shoulders
A market baker hauls her roller door up at dawn, and Adelaide’s doors answer across the suburbs, one cut at a time, until her counter has no empty stool.
THE HANDOVER · same recipe, two lights
June walked Rundle Mall’s first car-free day in 1976, pastry in hand. Fifty years on she walks it with her granddaughter: same shop, same simple pleasure, one frame of light.
The South Australian Tourism Commission's own city dashboard makes the case: Adelaide has not lost its pull, it has lost two weekdays. Seventeen million visits, January to July against 2020, nearly all of them weekday commuters whose desks moved home. The chart below is live to the touch, and the campaign is read straight off it.
fewer city visits, January to July, against 2020
Rundle Mall foot traffic against 2019
city spending, up even while visits fell
the two deficit days, where the loss concentrates
TOTAL VISITS · CITY OF ADELAIDE · by month, four years on one axis · press a year to show or hide it
SOURCE · the commission's own AEDA city dashboard, counted by Kepler Analytics · year curves are working figures read from the published chart, confirmed before launch · the shaded first half of the year is where the missing weekday visits concentrate, and where this campaign aims
WEEKLY FOOT TRAFFIC · week starting Monday 20 July 2026
total visits
| week starting | total visits | vs last year | vs prev week |
|---|---|---|---|
| Mon 20 Jul | 2,106,001 | −4% | −8% |
| Mon 13 Jul | 2,299,064 | −8% | +4% |
| Mon 6 Jul | 2,215,879 | +6% | −3% |
WEEKEND FOOT TRAFFIC · weekend starting Friday 24 July 2026
total visits
| weekend starting | total visits | vs last year | vs prev weekend |
|---|---|---|---|
| Fri 24 Jul | 923,106 | −7% | −14% |
| Fri 17 Jul | 1,071,351 | −7% | +6% |
| Fri 10 Jul | 1,010,908 | −16% | +3% |
THE SHAPE OF THE WEEK · city visits by day against 2019, drawn to the shape of the AEDA foot-traffic dashboard: weekdays below the old line, Mondays and Fridays deepest, weekends already above it
THE STRATEGY THE NUMBERS WRITE
Weekends already beat 2019 and spending is up even while visits fall, so the city needs no winning back, it needs a weekday reason. Come In does not ask workers back to the office. It invites hybrid workers twenty minutes away to turn one work-from-home day a fortnight into a work-from-the-city day, with a simple pleasure as the reason, served on Mondays and Fridays, the two days the chart misses most.
Adelaide's screens on Rundle Mall carry a live split-flap board. On each suburb's serve days it flips to that suburb by name, with its minutes from the city. Press a suburb; this is the working concept, and each line is that suburb's own :15 script.
SERVE RULE · each line runs only on Mondays and Fridays, the two days the city misses most · travel times are working figures, confirmed before launch
Adelaide speaks in the second person here. Every line is something a host would actually say, set large on six-sheets, street furniture and the backs of tram tickets.
Rundle Mall closed to cars on 1 September 1976. The South Australian Tourism Commission opens this campaign on the fiftieth anniversary and serves its suburb lines every Monday and Friday for ninety days, spring into summer.
Brief in · campaign out · three campaigns on the record · each film plays here · each card opens its full case study
In · Australia's largest online furniture retailer imagined its first cinematic brand campaign as magical realism: a woman steps through a door in her living room wall and the world begins to answer her.
Out · Every room, move and transition mapped before cameras rolled; the actress's real performance stayed untouched while the Temple & Webster world grew around her, furnished entirely from the brand's catalog of over 200,000 products.
The result · The brand's first cinematic brand campaign launched nationally in July 2026 across broadcast, CTV and digital, in 30 and 15 second cuts. “Without you guys, this ad is not even going to air. You've smashed it!” · Temple & Webster
In · A national campaign to launch her new skin care product on Shopify, turning five years of clinical research into a luxury story, without a single practical set.
Out · The commercial, with not a single practical set used in production; midway through post-production she asked for a higher-resolution output for the largest screen in Times Square.
The result · A Times Square debut on the largest screen, seen by 1.5 million people daily, and three major publications.
In · A first-of-its-kind Super Bowl hype trailer, co-directed by Ritual Ads director Steve Davis and Sam Joos.
Out · AI visuals blended with live-action elements in a cinematic hybrid, set to 2WEI's 'History in the Making'.
The result · Produced in under two weeks.