Independent creative agency OUTSIDE IN has signed an ongoing partnership with the AMCS (Australian Marine Conservation Society) for brand and creative collaboration, extending across the group’s pillars of brands, issues and projects.
Rather than a traditional project-based agency relationship, the partnership is designed to give AMCS ongoing access to senior strategic and creative leadership as new opportunities, issues and causes emerge.
These include projects to protect Australia’s reefs, such as the Great Barrier Reef, Ningaloo and Scott Reef, tackling plastic pollution, promoting sustainable fishing through the GoodFish guide, plus developing crucial initiatives for the protection of endangered marine life such as blue whales, Australian sea lions, and our endemic sharks.
The partnership sees OUTSIDE IN founders Grace Leat, Lucie de La Chaise and Jacque Kelly, plus creative partner Wez Hawes, working closely with AMCS director of communications, Imogen Scott, to establish a new creative foundation for the group. One designed to evolve with the organisation and provide a platform for bringing important future conservation issues to life.
The partnership also reunites Scott and Hawes, who together created the ARIA winning Voice of the Sea anthem with John Williamson, as well as the Fantastical Sharks and Rays Exhibition with Ken Done and other Australian artists at the Australian Museum.
“What really excited us about working with the AMCS was the opportunity to plug into so many important issues and opportunities from the ground up. Our role is going to be highlighting these issues to create powerful ideas that Aussies can grasp, care about and act on. It’s a responsibility we don’t take lightly,” said Hawes.
“We love partnerships where the relationship becomes bigger than the brief. Working closely with Imogen and the AMCS team gives us the chance to stay close to the mission, understand what’s coming next and respond creatively as new issues and causes emerge. It means we can build the brand over time, rather than treating every piece of work as a standalone campaign,” added Leat.
“We want more Australians to see the ocean not just as somewhere they love, but as something that matters to their lives and is worth standing up for,” said Scott.
“OUTSIDE IN really understood this ambition from the outset. They bring big creative thinking, genuine curiosity and a willingness to challenge us to see outside our bubble. This approach is exactly what we need in a creative partner to help us amplify marine conservation to the volume the ocean needs.”
