Shanghai marketing and production company Push opens in Australia
Shanghai-born marketing and production company, Push, is opening its doors in Sydney, led by co-founder and creative director Jonathon Lim.
Push specialises in content focused on Asian youth culture, skateboarding, music, fashion and gaming, and will offer Australian brands the opportunity to engage with the country’s diverse youth market or make an entrance into Asia.
Sydney is the fourth office of Push
Sydney will be the fourth office for Push, joining creative shops in Tokyo and Oslo.
Lim said the local market has a lot of opportunity for investing in targeting diverse markets.
“For us as a business, Australia has such close links to Asia, it was important to complete this triangle of Shanghai, Tokyo and finally Sydney. As activations are not currently possible, we see the opportunity for brands to make more content to engage their consumers with unique stories,” he said.
“On a personal level, there’s something about making work in your home country that feels more real and more gratifying than doing it abroad.”
Push co-founder Jonathon Lim
His inspiration for the agency came from his own experience growing up in Australia.
“Growing up in country Victoria half Malaysian-Chinese, I always wanted to create something here that would speak to people from diverse backgrounds. Not being able to travel this year has given me the time and headspace to focus on returning to Australia to build on that vision,” Lim said.
“Living in China for seven years and working throughout Japan, Korea and SE Asia there is a ton of innovation and new trends coming out of the region that now impacts global youth culture. With youth in Australia being so globally connected there’s a need to bring that movement here.”
Lim’s background is in directing, and he entered the agency space as a director and creative director at Modern Media Group in Shanghai. From there, he was a creative director at 88Rising in LA before starting Push in 2014.
Push’s clients include Beats by Dre, Nike, Adidas, Asics, Tuborg, Budweiser, Google, Absolut Vodka, The North Face, Vans and Tencent. In June, the agency released documentary series ‘Playing Fields’ in partnership with Red Bull, which explored the Japanese video game industry. The documentary series followed up on feature documentary about the rise of Asian hip-hop ‘Asia Rising’.
