The Australian War Memorial is intrinsically entwined with our concepts of nationhood and identity. After four years open in a limited, ticketed capacity whilst developing its galleries*, the removal of ticketing and restricted visitor capacity in 2023 presented opportunity for the Memorial to welcome back visitors in higher numbers. But, the cultural landscape of Australia had begun to shift.

This was our challenge: to (re)introduce the Memorial’s timeless message to a younger, more multicultural audience with a vastly different relationship towards war and service.

*The Australian War Memorial’s development project is ongoing, not due for completion until 2028.

Our invitation became a fully integrated campaign to reintroduce the Memorial to the world.

In less than 8 weeks, we devised a campaign strategy and media plan, then brought it to life using the Memorial’s extensive archive of historical photography and assets to create powerful juxtapositions of past, present, and future generations.

At every milestone in the Memorial’s development, from the removal of its long-standing ticketing system to the opening of its Commemorative Entrance to its observance of Remembrance Day, the campaign served as the Memorial’s voice.

From icon to invitation – we helped Australia’s most poignant cultural landmark shift the conversation and welcome more visitors back through its doors.