Australian Museum continues to ask ‘why’ in new campaign by agency SomeOne

Sling & Stone’s sister agency, SomeOne, has developed a new campaign for the Australian Museum, further encouraging Aussies to ask ‘why’.

The announcement:

Three years after launching a new brand campaign platform inviting audiences to ask “Why?”, brand agency and long–term partner of the Australian Museum (AM), SomeOne has developed a third burst of the campaign encouraging Sydneysiders to keep questioning the wonders and challenges of the world around them, and bring awareness to the fact that entry is free.

The new suite of creative continues to bring consistency and memorability to the museum’s messaging across all subject areas – from science and natural history, to First Nations cultures and climate change solutions.

The strength of the ‘Why’ platform is in its consistency and longevity, and after a few years in market, it demonstrates that there is always more to discover. With the messaging structure now deeply embedded into the AM’s vernacular, the surprise comes from the subject material. With each new discovery, exhibition and event comes new questions. And questions lead to answers.

Every iteration of the new campaign serves as a driver to bring more people to the AM to seek out the answers, and make their own discoveries along the way. What’s more, Community Sentiment Research conducted in 2022 revealed that 42% of the AM audience didn’t know they offer free entry — highlighting further need to raise the profile of their always-on offering.

According to Tom Dabner, creative director at SomeOne, the challenge this time around wasn’t only to capture attention and boost awareness, but to effectively demonstrate the breadth of AM’s continually developing pipeline of exhibitions and scientific research.

“Through covering a diversity of subjects we’re able to connect with more people (in Australia & internationally). Be it surprising dinosaur facts or intriguing climate change solutions, ‘Why?’ is the question we ask when we want answers. It can just as easily be whimsical as it can drill down into hard truths,” Dabner said.

Rebecca Bosustow, client services director at SomeOne in Sydney adds, “We’re continually proud of our strategically-driven ‘Why’ platform and how this round of fresh creative successfully continues to deliver engagement to our communities – in NSW, across Australia and internationally the work highlights, and rightfully places, AM as a leading voice in science, culture and natural history education.”

The campaign is currently in market across greater Sydney, running on outdoor, digital, social and BVOD with the integrated media strategy and buying implemented by OMD.

Last year, for the first time in history, the Australian Museum surpassed one million visitors, which is more than double the yearly average pre-pandemic. They continue to curate a range of permanent and special exhibitions including recently opened Bilas: Body Adornment from Papua New Guinea. General admission is free. Why wait to visit?

Project teams:
Creative Director – Tom Dabner
Lead Designer – Julien Bertouille
Client Services Director – Rebecca Bosustow
Production partners
Animation – Never Sit Still
3D Production – Hive Studios
Sound – Smith & Western

Source: Sling & Stone


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