|Brand||LA TROBE UNIVERSITY|
|Product / Service||EDUCATION|
|Category||A03. Use of Exhibitions and Installations|
|Entrant||J WALTER THOMPSON Melbourne, AUSTRALIA|
|Entrant Company||J WALTER THOMPSON Melbourne, AUSTRALIA|
|Advertising Agency||J WALTER THOMPSON Melbourne, AUSTRALIA|
|Production Company||AIRBAG PRODUCTIONS Melbourne, AUSTRALIA|
|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|
1DENTITIES was an activation created specifically to promote enrollments for a course at La Trobe University. The course was on the subject of identity and covered everything from gender and sexuality to race. We created an interactive installation at the National Gallery of Victoria that engaged visitors. The installation challenged them to explore their own identity. We recorded their responses to create crowd-sourced content that promoted the course.
La Trobe 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 course on identity. The primary objective was to create awareness and fill this course. We wanted to engage progressive people. The university sponsors the National Gallery of Victoria, so the strategy was to harness an active audience at the gallery. Specifically, during the Jean Paul Gaultier exhibition, a show that also explored themes of identity. To pique interest, we aimed to get the people of Melbourne talking about the subject and spreading the word.
La Trobe's presence in the National Gallery of Victoria boosted brand awareness amongst a key new audience. Thousands of people participated in the collection. 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.
As the La Trobe course we were promoting was on the subject of identity, the installation challenged unsuspecting visitors on their own identity. It asked 'Can you define yourself in only one word?' Each one-word identity was immediately featured outside the installation for everyone to see and then added to an online collection. After the experience the participant was sent a unique link to share their 1dentity. The interactive installation was activated every Friday night for 10 weeks during the gallery's NGV Friday Nights. These nights ran in conjunction with the Jean Paul Gaultier exhibition and featured emerging live music artists, drawing the sort of interesting and forward thinking crowd we wanted to target.