Category: Work

The brief

In 2021, Reconciliation Australia contracted us to lead the creative development of the theme for National Reconciliation Week.

Our client’s objective was to create campaign messaging and collateral that not only acknowledged the 20-year history of Reconciliation Australia and the reconciliation movement to date, but also challenged all Australians to do more, and work harder, to achieve the goals of the reconciliation movement.

The words

Knowing this campaign required a bolder, braver approach, we pitched a theme that responded directly to complacency and tokenism, with the words:

“More than a word. Reconciliation takes action.”

The aim was to encourage Australians to commit themselves to the movement, emphasising that reconciliation can only be achieved through meaningful reflection, dialogue and action.

Bringing the notion of reconciliation into tangibility, this year’s theme is about action. It takes sincere engagement and quantifiable action to truly begin to reconcile. It also takes truth telling. And listening.

The art

Responding to the client’s preference for a bright, bold visual approach, we worked closely with Warumungu/Wombaya artist, Jessica Johnson, who developed the incredible artwork for 2021. This was a highly collaborative process that allowed Jessica’s art to be integrated appropriately by our design team across various materials (including an animation) without losing its meaning or heart.

Jessica’s work for NRW2021 tells the story of the land and community sharing a united call for action on reconciliation.

“With their rainbow shaped souls the spirits ask for us to join and make reconciliation more than a word, take action” – Action by Jessica Johnson

The impact
The theme ‘More than a word. Reconciliation takes Action’, has been shared across a number of design assets including an animation which was broadcast nationally on TV and online.

About NRW
Each year, NRW takes place from the 27th March to 3rd June. These dates are significant in that they commemorate milestones for Aboriginal and Torres Strait Islander people.

May 27th marks the anniversary of the 1967 referendum whereby Aboriginal and Torres Strait Islander people were constitutionally recognised in the Census. June 3rd marks the 1992 date of the High Court’s decision to overturn the legal doctrine of terra nullius, which in spite of 65,000 years of Indigenous custodianship – defined the Australian continent as ‘uninhabited’. This event is often referred to as the ‘Mabo decision’ as it took place as a result of the work of Eddie Mabo, a Torres Strait Islander man whose campaign work and legacy remain instrumental to date.

So where to next?
National Reconciliation Australia have compiled 20 actions for reconciliation. Visit the official NRW 2021 site for more information.

Click here to watch the video, or visit here to download posters, social assets and other resources for NRW.

The brief

33 Creative, together with Dr Michelle Evans of the MURRA Indigenous Business Master Class Program and Leesa Watego of Iscariot Media, led another successful Indigenous Business Month in the month of October of 2021.

The theme for the 7th Indigenous Business Month was “Powering the Indigenous Economy” selected in recognition of changing ways to working and operating a business in a pandemic, and the need to signal the economic contribution made by Indigenous businesses, individuals and organisations – the power of the Indigenous Economy.

Recognising this power, celebrating and promoting Indigenous businesses is what the month was about. It’s where, each year, we highlight business success, innovation and entrepreneurial activities, calling on everyone to reflect on how they can continue to support Indigenous businesses in the future.

In 2021, we introduced a new award category, the Regional Business Award highlighting regional Indigenous businesses impacting the local communities and economies they work in. We also proudly continued our existing award categories including the I2I award, celebrating collaborative Indigenous business practice, the Indigenous Digital Inventiveness Award that reflects cultural creativity, business nous and technology, and the Indigenous Ingenuity Award that reflects mob-led applications that solve challenging community issues.

IBM 2021 Award Winners

Inaugural Regional Indigenous Business Award Winner: Murri’s on the Move Ltd

Transferring safe driving skills and education to Indigenous youth and disadvantaged sectors of the community at a subsidised cost.

I2I Award Winner: Jessie Lloyd Music Pty Ltd

Connecting Indigenous women musicians or Songwomen into the professional arts industry and opportunities.

Indigenous Digital Inventiveness Award: BuyingBlack, Jetzak Pty Ltd

An online portal for the Indigenous Business Sector, their supporters and customers, helping businesses enter the digital marketplace.

Indigenous Ingenuity Award: Pipeline Talent Pty Ltd

Ingeniously establishing itself to act as a corporate vehicle to address the social issue of executive employment of Indigenous Australians.

PwC Australia partnered with the MURRA Indigenous Business Program Master Class Program to lead their dedicated award category, the PwC Murra Boost Initiative, whereby the winner is paired with specialist skills and expertise of PwC Australia to the value of $30,000, to support a specific part of their business growth.

This year the PwC Murra Boost Initiative was Cedrent Enterprises, a vehicle hire company working across a number of communities but continuing to grow with increasing market demand.

33 Creative worked with our designers and social media strategists along with agency, Iscariot Media, to produce resources to support individuals and businesses to engage with Indigenous Business Month. The result was online engagement with Indigenous Business Month platforms that doubled during and in the lead up to October.  Everyone is really getting behind #IndigBizMonth and we were excited to spur the movement with design assets that allowed for allies to share their support amongst their networks, helping to promote Indigenous businesses to thrive and address the needs of our communities.

Media

33 Creative also facilitated numerous media interviews with Indigenous Business Month co-founders, as well as a number of individual Indigenous Businesses on platforms such as SBS/NITV, National Indigenous Radio Service, Welcome to Country and other broadcasters who continue to have a strong interest in sharing the good news stories during Indigenous Business Month.

The interest from media outlets continues to grow, with special mention to SBS NITV for their Indigenous business segment focus this year, as well as National Indigenous Radio and other outlets such as Torres Strait Islander Media Association who are all helping to fuel the conversations about the significance of powering the Indigenous economy.

The brief

In 2021, Reconciliation Australia contracted us to lead the creative development of the theme for National Reconciliation Week.

Our client’s objective was to create campaign messaging and collateral that not only acknowledged the 20-year history of Reconciliation Australia and the reconciliation movement to date, but also challenged all Australians to do more, and work harder, to achieve the goals of the reconciliation movement.

We developed a range of information materials and resources to support the ABS community field officers in their community outreach and stakeholder engagement activities. This included a conversation guide, stakeholder toolkit, and a suite of case studies developed in partnership with community organisations that tell the story of how Census data has benefited local programs and services.

We also developed print, radio, digital, social and out of home advertising placement, prioritising Indigenous media outlets. Media partnerships were developed to enable new and innovative ways to distribute the resources to as many communities as possible.

The materials were visually engaging, applying the new Aboriginal and Torres Strait Islander branding for the ABS, which centred around artwork developed by Aboriginal artist Luke Penrith and Torres Strait Islander artist Naseli Tamwoy. The resulting combined artwork tells the story of cultural connection to land and sea, sharing knowledge and data to improve the wellbeing of communities.

The brand was used across all materials, bringing a highly visual approach to delivering the Census information that supports community connection and storytelling.

Feedback from stakeholders was that the materials were very appealing and effective in engaging communities. Results from the campaign evaluation sample indicated high recognition and cut through of the assets to encourage Census participation.

2022 Indigenous Business Month

Background

33 Creative, together with Dr Michelle Evans of the MURRA Indigenous Business Master Class Program and Leesa Watego of Iscariot Media and their teams, led another successful Indigenous Business Month in the month of October. The theme for the 8th Indigenous Business Month was “Actions Today, Impact Tomorrow” which called upon First Nations business owners and non-Indigenous allies to gather online and in community to look at our actions today and how they impact our tomorrow.

As business leaders, we wear many hats. Inspiring the next generation of business leaders is one – what we say and do today in our communities could be the spark that inspires our businesses of tomorrow.

Indigenous Business Month Awards

2022 saw the highest number of award applications in the last three years and a particular growth in the number of Regional Indigenous Businesses getting on board.

This year’s winners were:

Indigenous Business Month is about shining the light on those that are doing amazing things. We encourage everyone to get across the activity of this year’s award winners and keep an eye to other Indigenous Businesses achieving remarkable things. As Indigenous Businesses we should recognise, value and reward our Actions Today, having positive Impact Tomorrow.

Visit the Indigenous Business Month website for more information and follow our #IndigBizMonth socials – Facebook, Instagram, Linked In and Twitter to keep up to date on #IndigenousBusinessMonth

Indigenous Business Month Awards

Global creative transformation company WPP approached 33 Creative to assist with producing their reconciliation action plan (RAP). Our role was to project manage the process, including engaging a First Nations artist for the project as well as design the RAP booklet ahead of its roll out.

In addition to project management, our biggest value-add as an Aboriginal agency, was in our knowledge sharing and facilitating guidance that helped WPP shape and appropriately communicate and commit to their reconciliation plan through engaging, informative, and accountability-led collateral.

The Artwork

33 Creative worked closely with Aboriginal artist Jordan Ardler who created WPP’s RAP artwork which is featured throughout the booklet.

Connected depicts a stunning and vibrant map of “the coastline pre-colonisation, with the waters between connecting the lands”, as explained in the RAP.

“The main meeting place icons represent WPP’s multiple offices in Australia, and reflect the close connection to our offices and colleagues in New Zealand. They are all connected by the walking track, symbolising strength and togetherness. The lime green patches seen splashing off the meeting places highlight the inspiration, power and creativity generated during collaboration.”

Jordan used her own fingerprints in the artwork to highlight her personal connection to Cadigal land of which WPP’s head office is located on.

The brief

In 2021, Reconciliation Australia contracted us to lead the creative development of the theme for National Reconciliation Week.

Our client’s objective was to create campaign messaging and collateral that not only acknowledged the 20-year history of Reconciliation Australia and the reconciliation movement to date, but also challenged all Australians to do more, and work harder, to achieve the goals of the reconciliation movement.

33 Creative worked between community and a designated steering committee to see that the communication and brand strategy was fit not only for the Premier’s priority, but most importantly, relevant and accessible to First Nations audiences – especially students, and their parents and carers.

Artwork by Kamilaroi Student, Felicity Adams

The Aboriginal artwork incorporated throughout the campaign was created by student, Felicity Adams, who is a proud descendant of the Kamilaroi people, currently living and learning on Dharug Country.

“This artwork is about the journey we take through school and our continuation to learn and grow. Each section represents our growth and understanding during our schooling until we are full of knowledge and prepared for the world beyond school. The four outside sections represent us continuously learning and trying to reach our full potential. For the middle section, I used dots in different colours, patterns, and sizes to represent all the knowledge we accumulate during school, including what we learn about ourselves and our culture. Our mix of knowledge and understanding is represented as a beautiful, intertwined piece of art.”

– Felicity Adams

Following the development of the communications strategy, 33 Creative’s Aboriginal internal design team worked with Felicity’s striking artwork, to develop a full suite of digital and print materials to support My Future, My Culture, My Way.  These assets were successfully rolled out, comprising informative fact sheets, social media assets, an infographic, and a comprehensive style guide and stakeholder toolkit to support the application of these campaign materials. Ahead of the My Future, My Culture, My Way launching, we also developed the campaign’s inaugural e-newsletter communications piece which cultivated high engagement from key community members and stakeholders.

As of early 2022, My Future, My Culture, My Way, has been successfully implemented and rolled out.

Click here to download the campaign resources or sign up here for My Future, My Culture, My Way newsletter updates.

2019 NAIDOC Ball and Awards

In 2019 we proudly handled event production for Indigenous Australia’s premier gala event, the National NAIDOC Ball and Awards Ceremony.

 

The National NAIDOC Ball and Awards Ceremony is an annual celebration of Aboriginal and Torres Strait Islander achievement by individuals and communities. Each year, the National event is held by a host city, with a theme set by the National NAIDOC Committee, supported (then) by the Department of the Prime Minister and Cabinet. 33 Creative is proud to have delivered the event from concept through to production, with a dedication to enhancing Aboriginal and Torres Strait Islander suppliers throughout the event.

A pinnacle event on Aboriginal and Torres Strait Islander calendar, the approach we took to conceptually bringing the 2019 National NAIDOC Awards to life was one of pride and sophistication. From early design concepts we wanted to create an event that was warm, inviting and positive, showcasing the strength and success of our people, both for those in the room and those watching the live broadcast.

We drew inspiration from the artwork ‘Dhina’ by the wonderfully talented Lucy Simpson of Gaawaa Miyay, created to honour story and what has been, and celebrate what is yet to come. This artwork was reflected in stage theming, through to room dressing, the program and graphic animations on the backlit stage screens.

Our stage production included entertainment from Casey Donovan, Dan Sultan, Christine Anu, the Merindas and many more, supported by hosts Sean Choolburra and Elaine Crombie.

We worked closely with our client, their partners and event sponsors to deliver a live broadcast three course gala dinner event and show, enjoyed more than 1000 people.

33creative 33creative 33creative 33creative

The brief

In 2021, Reconciliation Australia contracted us to lead the creative development of the theme for National Reconciliation Week.

Our client’s objective was to create campaign messaging and collateral that not only acknowledged the 20-year history of Reconciliation Australia and the reconciliation movement to date, but also challenged all Australians to do more, and work harder, to achieve the goals of the reconciliation movement.

We developed a range of information materials and resources to support the ABS community field officers in their community outreach and stakeholder engagement activities. This included a conversation guide, stakeholder toolkit, and a suite of case studies developed in partnership with community organisations that tell the story of how Census data has benefited local programs and services.

We also developed print, radio, digital, social and out of home advertising placement, prioritising Indigenous media outlets. Media partnerships were developed to enable new and innovative ways to distribute the resources to as many communities as possible.

‘Walking Together’, 2022 (Acrylic on Canvas)

Josh tells the story of the artwork in his own words:

“Walking Together highlights the Foxtel Group’s commitment to walk alongside Aboriginal and Torres Strait Islander peoples for reconciliation. The concentric circle in the middle with the ‘U’ shapes surrounding it, is a traditional symbol representing a campsite, meeting place, sacred site or community. For this artwork, the meeting place is representative of the Foxtel Group. The chosen colours connect with our businesses: Foxtel, Kayo, BINGE, Fox Sports and Foxtel Media. The significance of a circle is that everyone is welcome, everyone has a place, and everyone is treated equally. The handprints symbolise teamwork, working hand in hand, and also individuality as no one’s handprint is the same. The footprints are a reminder of the journey and commitment of walking together in the hope of true reconciliation. The four orange patterns and lines in the background symbolise the flow of energy and connection – our connection to each other, connection to experience and our connection to mother earth.”

– Josh Sly

The RAP team at Foxtel engaged with the project and process wholeheartedly, trusting the team at 33 Creative to deliver a memorable project with storytelling at the heart of the creative process as well as the RAP’s design outcome.

The RAP was printed using PEFC accredited stock and distributed to all of Foxtel’s employees home addresses, reflecting the group’s integrative approach in committing to its objectives.

Global creative transformation company WPP approached 33 Creative to assist with producing their reconciliation action plan (RAP). Our role was to project manage the process, including engaging a First Nations artist for the project as well as design the RAP booklet ahead of its roll out.

In addition to project management, our biggest value-add as an Aboriginal agency, was in our knowledge sharing and facilitating guidance that helped WPP shape and appropriately communicate and commit to their reconciliation plan through engaging, informative, and accountability-led collateral.

The brief

Founded by Adam Goodes and Michael O’Loughlin, GO Foundation established a scholarships program for First Nations students and provides access, opportunity and cultural support for students to ensure their journey through school is as rich and rewarding as possible.

GO Foundation engaged us to facilitate an online workshop and develop a communication strategy to support their new business strategy and partnerships model and refine their communication priorities.

Our role in this project saw us conduct a strategy workshop session with key members from GO Foundation and the 33 Creative team. We undertook a review of their existing communications activities, key priorities, and pain points across the organisation. This included a full audit of current social media channels and content.

The impact

We developed a communications strategy to align with the strategic plan that focused on three key areas to guide and prioritise activity and showcase the unique offering through GO Foundation. This included recommendations on language, communication channels, and partnerships focussed on maximising success and impact.

It stepped out key activities against each communication objective and also further segmented GO’s target audience into primary and secondary audiences.

The strategy developed will be used to help guide future communication which is in its initial stage of rollout.