The Sydney Morning Herald has brought its new brand campaign, Here’s to Reason, to life through an immersive experience at SXSW Sydney, developed by brand activation agency Curious Nation. The activation encouraged participants to reflect on their beliefs, engage with differing perspectives and explore the value of balanced journalism.
Called The Common Ground, the installation invited visitors into a shared space designed to make the concept of reason tangible. The experience aimed to demonstrate the importance of dialogue and understanding in an era of division and misinformation, while showcasing the Herald’s commitment to well-reasoned journalism.
Participants were guided through a series of thought-provoking statements about modern life and media, including the impact of social platforms and the role of journalism. They were asked to step forward when they agreed with a statement, triggering a light from above, mirroring the creative from the Here’s to Reason television campaign. Across the event, more than 16,000 individual perspectives were recorded.
The Common Ground installation at SXSW Sydney, created by Curious Nation
Each session concluded with a collective moment of reflection, symbolising unity amid diversity and reinforcing the campaign’s core message: Here’s to reason.
Live data was captured throughout the activation, recording the responses of attendees as they engaged with the experience. The calm, reflective environment provided a counterpoint to the energy of the Innovation Expo, offering visitors a space to pause and consider their values. Participants also received a keepsake linking to a digital gallery on the Herald’s website, extending the conversation beyond SXSW.
In partnership with Nine and Publicis Worldwide Australia, the creative agency behind Here’s to Reason, Curious Nation handled the experiential strategy, design, build and on-site delivery of The Common Ground. The collaboration follows their earlier work with Nine on the Good Food activation at the Melbourne Food and Wine Festival’s World Longest Brunch.
The Common Ground installation at SXSW Sydney, created by Curious Nation
Gareth Brock, co-founder and head of strategy at Curious Nation, said: “The Common Ground was designed to help people pause and reconnect with reason. It’s not about who’s right or wrong; it’s about rediscovering dialogue and understanding. Partnering with Nine and Publicis Worldwide to bring this to SXSW was the perfect way to show how brand experiences can make ideas tangible and real.”
Kymberley Joseph, senior marketing manager for The Sydney Morning Herald at Nine, added: “SXSW is a festival built on the exchange of ideas, so it was the perfect stage to bring our Here’s to Reason campaign to life. The Common Ground invited people to pause, reflect and explore firsthand just how valuable balanced, well-reasoned news is in navigating an increasingly complex world.”
Top image: The Common Ground installation at SXSW Sydney, created by Curious Nation