Hummer had recently launched in Australia, with a positioning as the most extreme off-road vehicle on the market. It had legendary 4WD capabilities, and I was the sole creative given the brief to bring the brand position to life online in an authentic, interactive experience.
I conceived a microsite for true adventure seekers. A site clearly more extreme than anything that currently existed. So it required significant research to unearth and curate content from scratch. Off-road locations was the constant throughout, presented in sections for jet skiing, kayaking, snow skiing/boarding, dirt biking and more. I wrote the copy to inspire and challenge, and designed the site in an intuitive state-based structure.
The microsite was promoted with digital advertising and via ‘earned’ media. Sharing, feedback and photo uploads were encouraged. Adventurers were invited to submit their own extreme adventure destinations for potential inclusion.
Jet Skiing copy:
WIGAN INLET 38°20′S 141°41′E
Coajingalong N.P.
The 26km 4WD access track is ‘impassable’ after heavy rain. Sure, the deserted inlet is a blast, but the ultimate goal lies offshore. There’s 1km of deep Southern Ocean between you and The Skerries, a granite outcrop that’s home to a rare fur seal colony.
DARTMOUTH DAM 38°20′S 141°41′E
Upper Mitta Mitta Valley
No, no, not the easy bit via sealed roads. With over 60km of shoreline, this puddle holds twelve Sydney Harbours. Ride the deserted upper reaches via Benambra and the Deep Creek 4WD access track. Those with a death-wish can be first to jet ski the grade 3 rapids of the Mitta Mitta river below the dam.
DISCOVERY BAY 38°20′S 141°41′E
50km coastal park West of Portland.
Grab a 4WD permit and it’s open slather on the endless dunes in the South-West corner of the state. Watch out for the 130m high coastal cliffs – VIC’s highest. Isolated lakes await the intrepid jet skier. Brave souls can launch straight into the Southern Ocean. 17km of the remote Glenelg river also beckons.
Rafting copy:
NORTH JOHNSTON RIVER
Wooroonooran NP
This is unique. Rafting tours chopper you in to ancient world heritage rainforest, then you paddle out in big rafts over 2 or 4 days through a steep, volcanic gorge and mountainous grade 5 rapids. Be prepared to get wet.
GWYDIR RIVER
Some serious 4WD access gets you to a stretch of immense rapids created whenever Copeton Dam releases irrigation water. Guided trips are available. Shoot churning grade 4 and 5 rapids over 1 or 2 days, through dramatic granite-filled valleys.
Skiing copy:
Mt BULLER
For some extreme action closer to town, gun skiers can tackle the precipitous “Chutes” SW of the Summit. You can’t beat this for an off piste challenge with a lift back to the top. But it’s literally killer territory and should only be attempted in deep snow with someone who has been down them before.
Mt BOGONG
Alpine NP
With a choice of 4WD access tracks, there’s still a hike in before an unsurpassed adventure in pristine terrain. SW of the peak, explore the big, steep slopes like Tombstone and Cairn Gullies. Overnight at Cleve Cole Hut.
Mt STIRLING
4WD in to Telephone Box Junction or hike over from Buller. No resort lifts here, just pristine back-country slopes for intermediate to advanced skiers and boarders. The longest run is over 5km and descends 400m. Stay in the refuge huts or designated camping areas.