The Australian has launched a new brand campaign evolving its Welcome to the Contest of Ideas platform, inviting Australians to pause, reflect and challenge their views on issues shaping the nation.
The creative push is designed to deepen engagement with both existing readers and new audiences who are invested in Australia’s future.
The campaign centres on a striking fractured sculpture that reveals different perspectives depending on the viewer’s position.
From one angle, a story appears clear; move around it and new nuances emerge; step back and a more complete picture comes into focus. The visual device is intended to mirror The Australian’s role in unpacking the complexity behind the headlines across its coverage.
Editor-in-Chief, Michelle Gunn said: “Every day, we take part in the contest of ideas that helps shape our nation. We report, interpret and comment on the news, bringing the very best journalism to our subscribers who are looking for clarity that respects their intelligence and perspective.”
Michelle Gunn
Campaign spans key national issues and platforms
The creative stretches across the breadth of The Australian’s reporting, including free speech, health, technology, wealth and culture. It will run across digital, print, radio, social, TV and outdoor, reinforcing the masthead’s multi-platform footprint.
Managing Director and Publisher, Nicholas Gray said: “Designed to engage new audiences this campaign is a direct invitation to Australians invested in the nation’s future. It builds on a heritage of rigorous journalism and robust debate, and reinforces The Australian’s position as the country’s premier news destination, reaching more than 4.8 million Australians each month across digital, app and print.”
Nicholas Gray
Challenging assumptions and elevating storytelling
General Manager Marketing, Audience & Digital Development, Suz Rolfe said the work builds on the existing brand platform while signalling a more assertive stance in market.
“The new brand campaign decisively evolves the brand platform, challenging assumptions, fuelling ambition, and deepening engagement with audiences invested in the nation’s future. It elevates our storytelling and showcases the breadth and impact of The Australian in distinctive and unexpected ways.”
Suz Rolfe
The campaign was developed by News Corp Australia’s in-house creative agency, Roller, with production on the TVC handled by Limehouse.
The fractured sculpture execution is designed to be flexible across channels, giving the publisher scope to dial up different editorial themes as the news agenda shifts.
Created to introduce more Australians to the “contest of ideas” positioning, the campaign also serves as a brand reminder to existing subscribers of the value of in-depth reporting, analysis and commentary at a time of heightened political, economic and cultural debate.
Credits:
News Corp Australia
Suz Rolfe: General Manager Marketing, Audience & Digital Development
Lara Kamenos: Senior Marketing Manager
Taryn Blackhurst: Marketing Manager
Khushi Chandani: Marketing Executive
Kendall Smith: Head of Media GTM
Emma Crump: Media Manager
Claire Harvey: Editorial Director
Roller
Taylor-Lee Selby: General Manager
Sophia Wilcox: Strategic Creative Lead
Kate Torta: Creative Lead
Sean Vrabel: Creative Lead
Candice Shields: Executive Producer
Marion Kim: Video Editor
James FyfeSmith: Studio Manger
Elaine Nakhle: Designer
Diana Marco: Account Director
Zhen Li: Digital Designer
Production Company: Limehouse
Ashlee Savins: Senior Producer
Jeremy Shaw: Director/DOP
James Lucas: Creative Director
Rhys White & Andrew Brown: CGI Artists
Adam Jones & Maxim Drygin: Compositors
Drew Downes: Colour grade
RMK: Sound