Department of Foreign Affairs
"We knew we had to create a memorable, impactful campaign. Passport renewal is a classic ‘low-interest’ category for consumers – unless they know, or find out at the last minute, that their passport needs to be renewed, they will have limited interest in messaging: we had to cut through that inertia.

We had to get across the message that an online application is user-friendly, fast, convenient and secure service. We did just that."