The Australian War Memorial is intrinsically entwined with our concepts of nationhood and identity. After four years open in a limited capacity whilst redeveloping its galleries, the reopening of the Memorial represented an exciting new phase. But, the cultural landscape of Australia had undergone seismic shifts in the Memorial’s century-long history.
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 (and do it in time for opening day).
We understood a singular truth: the Memorial isn’t about war; it’s about humanity.
Such is its power that it leaves all who witness it profoundly moved.
So, we created an invitation that transcended politics, generations, and social divisions, and welcomed all people to discover an essential part of themselves.
Our idea was “For All”: a platform that allowed the Memorial to stand for all stories, all generations, and all humanity, and invited every visitor to engage with the Memorial in their own way.
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 reopening, 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 change the conversation.
From icon to invitation – we helped Australia’s most poignant cultural landmark change the conversation.
Their deep respect and understanding of our mission, delivered a thoughtful and strategic approach that enabled us to invite all Australians to connect with our experience.
Marissa Ayala
Marketing and Engagement Manager
Australian War Memorial
