Last Friday saw the official launch of the Spirit of Anzac Centenary Experience travelling exhibition in the Albury-Wodonga region by The Prime Minister, the Hon. Tony Abbott.
The Experience, created and produced by creative agency Imagination is believed to be the biggest, most technically advanced of its kind in Australian history, taking 400 people two years of work from planning to inception.
The Spirit of Anzac Centenary Experience is an innovative partnership between the Australian Government, Australian War Memorial, Department of Defence supported by two of Imaginations’ key clients, Commonwealth Bank and Telstra.
Watch the video here.
Imagination has worked closely with the Australian War Memorial over the last 18 months to design an immersive gallery focusing on Australia’s experience in the First World War.
Imagination director Heath Campanaro said the Spirit of Anzac Centenary Experience is one of the most exciting, challenging, and rewarding projects the agency has ever worked on.
“Being trusted to tell this incredible story is an honour and privilege, but it also comes with great responsibility. I think we’ve struck a great balance between beautiful design, truthful and powerful storytelling, overlayed with an exciting, engaging digital and sound layer to create one of the best exhibitions audiences will ever visit.
“Over the last 18 months more than 400 people have worked on the project, from the Imagination creative and production teams, to historians and curators from the Australian War Memorial, to experts within the Australian Government, all the way through to the incredible team who built and will now tour this epic project. There is no doubt it will blow people away.”
The Spirit of Anzac Centenary Experience is complemented by a dedicated website, designed and produced by Imagination, that will include an innovative 360° virtual tour. The website also includes a range of downloadable teaching materials aligned to the curriculum and suitable for students from Year 5 onwards.
Imagination has also supported the fully integrated marketing campaign including advertising, social, radio and direct marketing.
The Spirit of Anzac Centenary Experience is free to all visitors, and will travel to 23 locations across the country over the next two years.