Title | THE IRUKANDJIS |
Brand | SURFING AUSTRALIA |
Product / Service | AUSTRALIAN OLYMPIC SURFING TEAM |
Category | A02. Rebrand / Refresh of an existing Brand |
Entrant | BWM ISOBAR Sydney, AUSTRALIA |
Idea Creation | BWM DENTSU Sydney, AUSTRALIA |
Media Placement | BWM DENTSU Sydney, AUSTRALIA |
PR | BWM DENTSU Sydney, AUSTRALIA |
Production | BWM DENTSU Sydney, AUSTRALIA |
Post Production | BWM ISOBAR Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Marcus Tesoriero | BWM isobar | Executive Creative Director |
Jamie Mackay | BWM isobar | Chief Strategy Officer |
Brent Kerby | BWM isobar | Managing Director |
Tom Denton | BWM isobar | Creative Director |
Yatu Widders-Hunt | BWM isobar | Indigenous Consultant |
Jasmine Craciun | BWM isobar | Designer |
Alanna Rados | BWM isobar | Designer |
Dutchy Baart | BWM isobar | Designer |
Marcus Tesoriero | BWM isobar | Creative |
Jon Foye | BWM isobar | Art Director |
Clare Conway | BWM isobar | Editor |
Yotam Hatzvi | BWM isobar | Editor |
Lauren Reilly | BWM isobar | National Production Lead |
Jess Campbell | BWM isobar | Senior Integrated Producer |
Jess Walley | BWM isobar | Senior Account Manager |
Justin McMillan | BWM isobar | Director |
Stefan Jose | BWM isobar | Director Of Photography |
Jon Frank | BWM isobar | Director Of Photography |
Cox Inall Ridgeway Ridgeway | BWM isobar | Indigenous Affairs Agency |
Karina Zheng | BWM isobar | Creative Project Manager |
Chris Mater | Surfing Australia | CEO |
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.
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.
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.
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