Clems Melbourne Unveils New Work For Victorian Government’s Deadly & Proud

Clems Melbourne Unveils New Work For Victorian Government’s Deadly & Proud
SHARE
THIS



The Victorian Government has launched its latest campaign in support of Victoria’s path to treaty, and truth and justice. Created by Clemenger BBDO Melbourne, Deadly & Proud follows the Deadly Questions campaign that launched in 2018 in the lead-up to treaty legislation entering the Victorian Parliament.

Deadly Questions helped Victorians answer their questions about Aboriginal cultures and build connections. Deadly & Proud deadlyandproud.com.au encourages Victorians to be proud of Aboriginal cultures, resilience and communities and Victoria’s path to treaty, truth and justice.

Traditional Owners and Aboriginal Victorians tell their stories of pride across regional Victoria and metro Melbourne. Stories cover everything from the ancient eels traps at Budj Bim to contemporary Aboriginal comic book culture.

The majority of the stories were filmed before Victoria’s lockdown, and are mapped to the place where each storyteller has a unique connection to the land. The map itself was created by Aboriginal artists from organic materials found across Victoria, including water from the Murray River, sand from Squeaky Beach at Wilsons Promontory and charcoal from Lake Condah.

The Deadly & Proud storytellers and advocates are Archie Roach, Cienan Muir, Courtney Ugle, Aunty Edna Stewart, Aunty Fay Carter, Garey Foley, Jadah Pleiter, Uncle Jonny Lovett, Keisha Day, Kristy Dickinson, Marcus Stewart, Miranda Tapsell, Muriel Bamblett, Aunty Muriel Williams, Phillip ‘Philly’ Murray, Stephen Thorpe, Aunty Susan Martin, Tony Armstrong, Tracey Rigney, Trent Nelson and Tyson Lovett-Murray.

Treaty Branch, Executive Director, Elly Patira said Deadly & Proud represents a pivotal moment of transition in how we communicate Victoria’s path to treaty, and truth and justice.

“As more and more Victorians gain a deeper understanding of Victoria’s Aboriginal cultures and our state’s history, we can move forward from a simple conversation into pride and engagement with our local Aboriginal communities and our collective path to treaty.”

Clemenger BBDO Melbourne creative director, Hilary Badger, added, “Many of us are more familiar with European cultures than the our own Aboriginal cultures. This campaign is a chance for all Victorians to see Aboriginal cultures as something we can share. Our mutual history isn’t comfortable but the way forward is to start talking about it. And there are also so many contemporary stories to explore. To film them, on country, is one of the creative opportunities of a lifetime.”

The campaign launches today and will run across TV, digital, social, OOH, PR and more. For further information, visit deadlyandproud.com.au.

Please login with linkedin to comment

Clemenger BBDO Melbourne

Latest News

Creative abstract web streaming media TV video service technology, multimedia business internet communication and cinema content production concept: 3D render illustration of modern curved smart television screen display monitor with endless walls of screens with color photos and colorful displays with different images on blue background
  • Media

Comscore And Samba TV Launch CTV Partnership In Australia

Comscore has today announced the expansion of its TV measurement footprint to Australia, driven by its partnership with Samba TV, the leading global provider of omniscreen advertising data and audience analytics. The new connected TV (CTV) measurement solution, launched last year in select European markets, has now reached this key market in the Asia-Pacific (APAC) […]

How To Win With Video Advertising In 2021
  • Partner Content

How To Win With Video Advertising In 2021

Here are must-read tips on how to win with video advertising. Sadly, no tips on today's horse racing at Eagle Farm.

Partner Content

by B&T Magazine

B&T Magazine
Think HQ Makes 18 New Hires
  • Media

Think HQ Makes 18 New Hires

Absolutely no one knows anyone else's name in the Think HQ office this week after agency announces 18 new hires.