It’s Not Every Day for a Reason

Royal Agricultural Society of WA

It’s Not Every Day for a Reason

The Royal Agricultural Society of Western Australia (RASWA) is the organiser of the Perth Royal Show, WA’s largest annual community event, attracting more than 438,000 attendees and uniting metro and regional audiences across eight days of agriculture, entertainment, exhibits, animals and food.

Project partners:

creativedesign
The Challenge

For the 2025 campaign, RASWA needed to reinvigorate the existing “It’s Not Every Day, It’s Show Day” platform, ensuring it felt fresh, elevated and culturally resonant.

The Show faced a number of communication hurdles: public perceptions of cost, highly diverse audience groups with different motivations, and the need to demonstrate both evolution and relevance while staying connected to its agricultural roots. The previous year’s creative had been fragmented and inconsistent, making it essential to rebuild cohesion and clarity across every execution.

In short, RASWA required a unified creative idea powerful enough to engage teens, young adults, families and long‑standing Show loyalists, all while reinforcing the unique magic of an event that only happens once a year.

The Idea

“It’s Not Every Day for a Reason.”

Marketforce developed a campaign that imagines what would happen if the iconic experiences of the Perth Royal Show spilled into everyday life:

  • Dodgems stealing parking spots.

  • Woodchoppers setting up in office cubicles.

  • Judges awarding ribbons on casual dog walks.

  • Classrooms overrun with farm animals.

By placing over‑the‑top Show moments into mundane settings and playing them completely deadpan, the campaign highlighted the delightful chaos that would unfold if the Show happened every day, and, importantly, why it doesn’t.

The humour came not from the spectacle itself, but from characters reacting with understated sighs, shrugs and subtle annoyance, amplifying the absurdity by treating it as totally normal. This contrast between the spectacular and the mundane formed the core creative device across all assets.

From our Client

“The Perth Royal Show is special because it only happens for eight days a year, if it was every day, life would be absolute chaos. Marketforce captured this perfectly with a clever campaign that brings the Show into everyday life in the most ridiculous and entertaining ways. From dodgem cars in the car park to farm animals in the classroom, it’s a concept that cuts through, makes people smile, and appeals to audiences of all ages.”

Marie Campion, Community Engagement and Marketing, Royal Agricultural Society of Western Australia,