Background

The Tokyo Olympics 2021 was set to hold fierce competition for Australia in surfing, with Brazil and USA dominating the sport. For this reason, Surfing Australia wanted to create a name and visual identity to help galvanise the Australian surfing team, giving them an extra edge in their first-ever Olympic Games.

Describe the creative idea (40% of vote)

Working in close consultation with indigenous communities, we developed The Irukandjis – a new name and design identity that not only galvanised the team but rallied the support of the entire country with a strong connection to indigenous Australia – leading the way with recognition and respect for Australia’s First Nations people.

Describe the execution (40% of vote)

Our design team collaborated with Indigenous artist, Jasmine Craciun, to curate a striking identity which incorporated her traditional line art designs, and our pattern of free-flowing Irukandji tentacles – to denote Australia’s most deadly jellyfish. The designs featured on Surfing Australia’s team uniforms, surfboards, jet skis, busses and more – even becoming an Irukandji celebration dance by the team at the Olympics after winning heats – sparking conversation about the Australian Team’s unique rebrand in the news and social media around the world.

List the results (20% of vote)

Viewed by over 12.5 million people, The Irukandjis went on to become a winning mantra for the team as, against all odds, Owen Wright claimed Australia’s first-ever Olympic medal in surfing. A historic moment winning for Australia, and Australia’s First Nations People, as one. +12.6 Million Audience reach (Streem Media Monitoring) 1 Olympic Medal Australia’s first in surfing 60,000 year old Story told globally