1DENTITIES

Title1DENTITIES
BrandLA TROBE UNIVERSITY
Product / ServiceEDUCATION
CategoryA05. Use/Curation of Image(s)
EntrantJ WALTER THOMPSON Melbourne, AUSTRALIA
Entrant Company J WALTER THOMPSON Melbourne, AUSTRALIA
Advertising Agency J WALTER THOMPSON Melbourne, AUSTRALIA
Production Company AIRBAG PRODUCTIONS Melbourne, AUSTRALIA

Credits

Name Company Position
TIM HOLMES J Walter Thompson Melbourne Creative Director
LUCY LOGAN J Walter Thompson Melbourne Art Director
HOLLY BURGESS J Walter Thompson Melbourne Copywriter
ANDY ROBERTS J Walter Thompson Melbourne Designer
MONICA PLACELLA J Walter Thompson Melbourne Designer
DAVE WADE J Walter Thompson Melbourne ONLINE EDITOR
MAT NORTON J Walter Thompson Melbourne DIGITAL BUSINESS DIRECTOR
LUKE VEALE J Walter Thompson Melbourne Account Director
ANGEL LEWIS J Walter Thompson Melbourne HEAD OF DELIVERY
TAHNEE WOODHAM J Walter Thompson Melbourne SENIOR ACCOUNT MANAGER
ANDER HERNANDO J Walter Thompson Melbourne DIGITAL DESIGNER
BILL LOULOUDAKIS J Walter Thompson Melbourne DIGITAL PRODUCER
ROB MARTYN-WILDE J Walter Thompson Melbourne ACCOUNT PLANNER
STEVEN NICHOLSON AIRBAG PRODUCTIONS DIRECTOR
JOHANNA RAYNER AIRBAG PRODUCTIONS Production Manager

Creative Execution

We created an art installation within the gallery. Unsuspecting visitors were asked to look in a mirror and try to define themselves in one word. To make it even more challenging they were given only 30 seconds. While they considered their identity, a hidden camera took portrait photographs of the subject from behind the two-way mirror. An image was chosen and edited manually in real time. Each one-word identity was instantly added to the online collection and shared to social media. The participant was then sent a unique link to share.

Thousands of people participated in the collection. The collection of identities proved practical as a resource used by students in the course. The experience was so popular that the gallery extended it from the original 3 proposed nights to 10 nights. Most importantly, the course enrolled to capacity.

La Trobe University wanted to boost their image as a forward thinking and relevant university. They have many progressive courses that people aren’t aware of including a new course on the subject of identity. It covers everything from gender and sexuality to race. We were tasked with promoting the course. To pique interest in the course we needed to get the people of Melbourne talking about the subject. We wanted to challenge them and make them think about their own identity. We found that while most people don’t have trouble identifying with gender, sexuality or other characteristics, they find it difficult to define themselves in just one word. So we set National Gallery of Victoria visitors a challenge. Can you define yourself in only one word? We set up an installation in the gallery and recorded the results to produce an online photographic collection exploring identity, curated by La Trobe.

Links

Website URL