With a new curator on board, the annual indigenous festival at Sydney Opera House was given a refresh to represent the shift… Read More
Message Sticks 2012
With a new curator on board, the annual indigenous festival at Sydney Opera House was given a refresh to represent the shift from a film festival, into a week long celebration of indigenous arts.
We felt storytelling was an important aspect to the identity of the campaign and a way in to engage and intrigue. Avoiding any clichés, we took traditional Aboriginal symbols and reinterpreted them for a contemporary audience. The story became The Tribe, The Journey and The Gathering.
The simplified and modern approach meant we could be fresh and appealing to the broader community but also meaningful to the local indigenous community. The result was an overwhelmingly high number of participants, sold out performances and a strong ident to build upon over the next few years. Read Less