The world’s first digital-free national parks.
Great Northern is an Australian beer brand synonymous with the great outdoors. And one of the greatest things about the great outdoors is that it’s offline. But as 5G technology rapidly spreads, this won’t be the case for very long. So, we launched the Zero G Network - an initiative to create the world’s first digital-free national parks. We identified 35 locations around Australia and petitioned the government to keep them forever Zero G. So far we’ve had five locations officially recognized by the government.
We launched with a film, urging people to sign our online petition and explore each of the proposed Zero G locations on an interactive map. People could also add to the Zero G Network by nominating locations they think should be protected from the spread of mobile technology.
We also sent some of Australia’s biggest influencers to Zero G locations to not influence for a week. Before they left we asked them to post a black tile saying they were going Zero G. Then when they returned, after not posting for an entire week, they shared a video with their followers explaining where they had been and how refreshing it felt to be off their phones for so long.
On the day of the launch we ran full page press ads in major newspapers across the country. We also ran billboards, showing drivers the distances and directions to the nearest Zero G locations.
