Clear designs campaign for Melbourne Museum permanent aboriginal exhibition
Brand strategy agency Clear has designed a campaign for client Museum Victoria to promote its First Peoples permanent exhibition at Bunjilaka Aboriginal Cultural Centre at the Melbourne Museum.
The campaign rolls out across TV, print, online, outdoor, social media and cinema.
"At the first reading of the script we knew we were a part of something special,” said Clear founder Matthew McCarthy.
“Clear worked tirelessly with the museum team, the Yulendj and our creative collaborators to ensure the campaign was considered and captured the inviting, welcoming feeling behind First Peoples.
“We thoroughly enjoyed working with C-KOL on the motion content as they shared the same level of passion and dedication to quality as Clear. The filming took part at well-known meeting place Birrarung Marr which ensured the TVC and creative shared the warm, open feeling of this space.
“Similarly, elements like the inspired words of Rob Sweeten from The Writer Guy and hand-drawn typography of Dennis Payongayong from Friends Of Type continued the theme of 'welcome' throughout the full scope of the campaign."
First Peoples is now open at Bunjilaka Aboriginal Cultural Centre at Melbourne Museum. The indigenous word Wominjeka, meaning welcome, is the central theme of the campaign.