Clear and C-KOL collaborate to launch Museum Victoria’s new exhibition First Peoples

Museum Victoria has recently launched a campaign to support the opening of First Peoples, a new permanent exhibition at Bunjilaka Aboriginal Cultural Centre at the Melbourne Museum.

Design and brand strategy agency Clear has collaborated with motion content and communication studio C-KOL for the campaign, combining forces to produce the creative and TVC respectively. It is currently being rolled out across TV, print, online, outdoor, social media and cinema.

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Clear were approached by Museum Victoria in late 2012 with a brief to harness the spirit, joy, cultural knowledge and stories of the Yulengj Group of Elders – who contributed to the exhibition – and bring local indigenous language to the attention of a broader audience.

The research process involved working closely with community representatives and Museum Victoria to learn, understand and experience the Yulengj culture first-hand which involved in-depth meetings and consolation with the group.

Founder/director of Clear Matthew McCarthy said following this inspiring and powerful research process the team decided on an approach that used the indigenous word Wominjeka (meaning welcome) as the central theme of the campaign.

Says McCarthy: “At the first reading of the script we knew we were a part of something special. Clear worked tirelessly with the museum team, the Yulendj and our creative collaborators to ensure the campaign was considered and captured the inviting, welcoming feeling behind First Peoples. We thoroughly enjoyed working with C-KOL on the motion content as they shared the same level of passion and dedication to quality as Clear. The filming took part at well-known meeting place Birrarung Marr which ensured the TVC and creative shared the warm, open feeling of this space. Similarly, elements like the inspired words of Rob Sweeten from The Writer Guy and hand-drawn typography of Dennis Payongayong from Friends Of Type continued the theme of ‘welcome’ throughout the full scope of the campaign.”

The TVC features four Victorian Aboriginal people: 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).

First Peoples is now open at Bunjilaka Aboriginal Cultural Centre at Melbourne Museum.

Design / Art Direction

Dennis Payongayog (Friends of Type)