Connecting the present to a powerful past

Australian War Memorial

The Spirit of Anzac Centenary

A truly immersive commemoration of a Century of Service, from the First World War to present day, with the Australian War Memorial, the Defence Forces and The Australian Government.

Office
Sydney
Launched
September 2017
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368k+

visitorsacross 23 locations

2

years touring Australia

94%

unreservedly positive feedback

Idea

Resurrecting the past

This two-year travelling exhibition showcased the stories of Australia’s military experiences from the First World War, right up to present day, in an immersive and highly memorable way. Recreated environments, over 200 military artefacts, digital effects, films and an audio guide brought the sacrifice and heroism of a hundred years of Australian servicemen and women to vivid, unforgettable life.

Shaped by its visitors

To ensure the exhibition resonated personally with each guest, we also curated a unique new ‘Local Stories’ showcase for each of the 23 communities the exhibition visited, featuring artefacts and stories from their region. Visitors could record and leave behind their own remembrance messages, as well as take away memories that moved them in a virtual story briefcase.

Impact

Value for the audience

This experience reconnected modern people with the stories of the past in an unforgettable way, leading to 94% unreservedly positive feedback.


It brought a century of sacrifice and heroism to life.


Exhibition visitor

Value for the brand

The Australian War Memorial was able to deliver an experience that engaged Australians across the country by delivering on depth and reach. They were able to keep the spirit of Anzac alive by connecting with 368,000+ visitors across 23 locations.

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A Pioneering Spirit

Old Forester was the first bottled bourbon and became legendary after surviving the Prohibition Era. For its triumphant return to Kentucky’s Whiskey Row, we gave it a home that cements its place in history.

Office
New York
Launched
June 2018
Awards
Top 10 Best New Attraction of 2018 by USA Today