The campaign by design and strategy agency Clear is rolling out across TV, print, online, outdoor, social media and cinema and will run for three months.
The executions, including a TVC (above) by C-Kol, all focus on the indigenous word "Wominjeka", which means "welcome".
The brief from the museum was to "harness the spirit, joy, cultural knowledge and stories of the Yulendj Group of Elders—who contributed to the exhibition—and bring local indigenous language to the attention of a broader audience," according to Clear.
First Peoples is now open at Bunjilaka Aboriginal Cultural Centre at Melbourne Museum.
Design / Art Direction
Megan Wardle – Designer (Clear)
Matthew McCarthy – Art Director (Clear)
Directors – Jessie Oldfield and Adam Murfet (C-Kol)
Rob Sweetten (Writer Guy)
Scottie Cameron (Scottie Cameron Photography)
Dennis Payongayog (Friends of Type)