Royal Adelaide Show
Event campaign

The Royal Adelaide Show is more than a place to visit—it is a destination deeply connected to community, culture and shared experience, holding a special place in the hearts of South Australians. From the sights and sounds to the competitions, food and memories, everyone has their own connection to this iconic event.

Since 2008, WDM has helped bring the Show to life through simple, engaging campaigns that honour tradition while continuing to surprise and engage new audiences. Destination marketing of this scale requires a careful balance of strong brand positioning and accessible, tactical communications, and the Show’s 100-year celebration at Wayville Showgrounds presented a unique opportunity to visually celebrate its history while delivering a fresh, multi-generational campaign. Building on the introduction of Milky and friends in 2023 and 2024 to showcase the Show’s personality, the 2025 campaign sees Milky and his mates take to the cinema—celebrating a century of colour, character and shared history.

Client
Royal Agricultural & Horticultural Society of South Australia

Creative services
→ Campaign development
→ Creative strategy 
→ Copywriting
→ Graphic design
→ Character design
→ Motion design/animation
→ Photography
→ Videography

Six cartoon animal characters standing in a row on a plain background.
Billboard on top of a brick building advertising a show with the text 'For high-flyers and thrill seekers,' dates from August 30 to September 7, 2025, featuring a cartoon character and a black-and-white photo of a person parachuting.
A collection of promotional posters for the Royal Adelaide Show, featuring various activities and events such as thrill-seekers, a city parade, high-flyers, a Mad Mouse ride, flying LOTahs, rocket man, and more, with an anthropomorphic cow mascot wearing a straw hat, glasses, and a pink ribbon.
A colorful poster advertising a show with the question, 'Where else but the Show?' The poster features images of animals, a puppet, a clown, and various circus acts, along with details of the event from August 30 to September 7, 2025, with a website for booking tickets.
Two books about a show featuring colorful illustrations and photographs of animals, children, and entertainment activities, with dates August 30 to September 7, 2025.
Poster advertising a show titled "Where else but the Show?" running from August 30 to September 7, 2025, featuring images of animals, a clown, a woman, and various toys at a city bus stop.
A collage of black and white illustrations featuring a pig character in various scenarios, including performing on stage, playing with toys, and engaging in various activities, alongside a separate 3D rendering of a decorated object with star-shaped elements and small fly-like characters.
A futuristic tram decorated with colorful cartoon characters and event advertisement, traveling along a city street with modern buildings in the background.