SXSW Sydney reveals 2024 creative campaign via Studio 3AM
After unveiling the visual identity for SXSW Sydney 2024 earlier this year, Sydney-based agency Studio 3AM has launched a creative campaign for the upcoming event, Mumbrella can reveal.
‘The Future Belongs to the Curious’ embodies the adventurous spirit of the festival, and invites attendees to explore the unknown, challenge traditional perspectives and embrace cutting-edge ideas.
The agency – which has previously collaborated with leading brands including Sony, Porsche, ABC, Audi, and more – sought to create a compelling narrative through the campaign, attracting global attention and participation to make the event as inclusive and interactive as possible.
It hopes to resonate with audiences across the world and encourage individuals to explore new horizons.
The campaign has been designed to highlight the importance of curiosity as a catalyst for innovation, a celebration of diversity, and a driver of discovery and ideas, according to Jonathan Key, chief executive and creative director at Studio 3AM.
“Working with SXSW Sydney has been an incredible collaboration that perfectly aligns with our ethos of good design crafted by good people,” he said. “The team at SXSW Sydney shares our passion for creativity and innovation, making this partnership truly rewarding.
“We are delighted with the result and grateful for the opportunity to showcase our commitment to creating impactful and timeless designs.”
Colin Daniels, managing director at SXSW Sydney, added: “The visual identity Studio 3AM created earlier this year is incredibly versatile, looking great in any context.
“It was only natural to continue our collaboration on this first creative brand advertising for SXSW Sydney. ‘The Future Belongs to the Curious’ is just as striking and adaptable as the original work – we couldn’t be more thrilled.”
The campaign will have a strategic omnipresence, across diverse OOH placements, TV, cinema, YouTube, and social channels.
SXSW Sydney is set to take place from October 14-20 this year.
Last year’s festival saw a total of 287,014 attendees, with 97,462 unique, including 758 members of the media. 41 countries were represented across 1,178 sessions and events.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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