The Australian has unveiled a new campaign evolving its brand platform, ‘Welcome to the Contest of Ideas’, to invite audiences to stop, think and explore their own views with The Australian.
“Every day, we take part in the contest of ideas that helps shape our nation. We report, interpret and comment on the news, bringing the very best journalism to our subscribers who are looking for clarity that respects their intelligence and perspective,” said editor-in-chief, Michelle Gunn.
The campaign uses a fractured sculpture to reveal multiple perspectives across issues that matter. From one angle a story looks clear, move around it and a new perspective is revealed, step back and the full picture resolves. The device brings to life The Australian’s role in revealing the complexity behind every headline reflecting the contest of ideas.
The creative spans the breadth of The Australian’s coverage including free speech, health, technology, wealth and culture.
“Designed to engage new audiences this campaign is a direct invitation to Australians invested in the nation’s future. It builds on a heritage of rigorous journalism and robust debate, and reinforces The Australian’s position as the country’s premier news destination, reaching more than 4.8 million Australians each month across digital, app and print.” commented managing director and publisher, Nicholas Gray.
General manager of marketing, audience and digital development, Suz Rolfe added, “The new brand campaign decisively evolves the brand platform, challenging assumptions, fuelling ambition, and deepening engagement with audiences invested in the nation’s future. It elevates our storytelling and showcases the breadth and impact of The Australian in distinctive and unexpected ways.”
Created with News Australia’s in-house creative agency, Roller, the new campaign rolls out from today across digital, print, radio, social, TV and outdoor. Roller collaborated with Limehouse on the production of the TVC.
Credits:
News Corp Australia
Suz Rolfe: General Manager Marketing, Audience & Digital Development
Lara Kamenos: Senior Marketing Manager
Taryn Blackhurst: Marketing Manager
Khushi Chandani: Marketing Executive
Kendall Smith: Head of Media GTM
Emma Crump: Media Manager
Claire Harvey: Editorial Director
Roller
Taylor-Lee Selby: General Manager
Sophia Wilcox: Strategic Creative Lead
Kate Torta: Creative Lead
Sean Vrabel: Creative Lead
Candice Shields: Executive Producer
Marion Kim: Video Editor
James FyfeSmith: Studio Manger
Elaine Nakhle: Designer
Diana Marco: Account Director
Zhen Li: Digital Designer
Production Company: Limehouse
Ashlee Savins: Senior Producer
Jeremy Shaw: Director/DOP
James Lucas: Creative Director
Rhys White & Andrew Brown: CGI Artists
Adam Jones & Maxim Drygin: Compositors
Drew Downes: Colour grade
RMK: Sound
