As Museum Victoria’s creative agency, Clear was delighted to work alongside Bunjilaka Aboriginal Cultural Centre and Melbourne Museum in developing the launch campaign for the opening of their latest permanent exhibition, First Peoples.
First Peoples was co-curated by the Yulendj (Knowledge) Group of Elders and community representatives from across Victoria in consultation with Museum Victoria staff. With great heart and generosity Yulendj contributed stories, objects and deep cultural and historical knowledge to the exhibition. And for Clear, it was all about trying to capture and distill the spirit, desire and warmth of Yulendj around the opening of the exhibition. Through an authentic First Person voice, the public are invited to connect with this new and powerful experience with the Boonwurrung and Woi Wurrung word ‘Wominjeka’ meaning ‘welcome’.
Clear’s role throughout the project has extended across creative concept development, art direction, design, and project management right through to implementation. The campaign features a 30 and 45 second TVC and cinema ad, online activity, collateral plus multiple press and outdoor media executions.