Museum Victoria launch ‘Wominjeka’ campaign promoting First Peoples exhibition

Museum Victoria has launched a campaign to promote its new permanent exhibition ‘First Peoples’ at Bunjilaka Aboriginal Cultural Centre at the Melbourne Museum.

The campaign, created by design and brand strategy agency Clear and motion content and communication studio C-KOL, invites the wider-Australian population to share the culture and stories of the Yulendj Group while also bringing Indigenous languages to a wider audience.

The central theme of the campaign is the indigenous word Wominjeka, meaning welcome. This is also the tagline of the TVC which features simple shots of the Australian landscape, laid against  voiceover and shots of four Victorian Aboriginal people.

The campaign is being rolled out across TV, print, online, outdoor, social media and cinema.

The ad features Aunty Fay Carter (Yorta Yorta and Dja Dja Wurrung), Uncle Jack Charles (Boonwurrung and Wiradjeri), Marbee Williams (Boonwurrung and Wiradjuri) and Dharna Nicholson-Bux (Wurundjeri and Yorta Yorta).


Design/Art Direction:

  • Megan Wardle – Designer (Clear)
  • Matthew McCarthy – Art Director (Clear)


  • Directors – Jessie Oldfield and Adam Murfet (C-KOL)


  • Rob Sweetten (Writer Guy)

Additional photography:

  • Scottie Cameron (Scottie Cameron Photography)


  • Dennis Payongayog (Friends of Type)

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