Why is this work relevant for PR?

Working in close consultation with indigenous communities, we developed The Irukandji, a new name and design identity that galvanised the Australian Surfing Team in the lead up to the Olympics –rallying the support of the country with its strong connection to indigenous Australia. Leveraging the hype of the Olympics in synchronisation with our Irukandjis rebrand, essentially became the PR channel for us. The designs featured on all of Surfing Australia’s team assets –even becoming an Irukandji celebration dance by the team at the Olympics –sparking conversation about our team’s unique rebrand in news and social media around the world.

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 (20% 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 PR strategy (30% of vote)

Australia is a country surrounded by water, so surfing is a national pastime. Being in the open ocean, most surfers have a natural connection to the environment and sea life they surf amongst. A connection which has been shared by the indigenous people of Australia since life began for them over 60,000 years ago. They call this Sea Country. The strategy behind The Irukandjis design and identity rebrand for the Australian Surfing Team was to leverage this shared connection –to galvanise our Olympic surfers and give them a drive to not only compete for Australia but to compete for Australia’s First Nations People as well. After centuries of oppression, the ambition was to create a true act of reconciliation by Surfing Australia for indigenous Australians, to not only galvanise our Olympic surfers for competition, but to also put recognition and respect for Australia’s First Nations people on the world stage.

Describe the PR execution (20% of vote)

Having zero media budget, we essentially used the new rebrand and hype for the Olympics, as our media channel. The campaign and new design identity launched in July 2021, weeks out from the beginning of the Tokyo Olympic games. A press conference with every major Australian news publication took place to announce the new The Irukandjis name and identity, with news and social media organically carrying on the conversation from there. 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 (30% 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

Please tell us about the cultural insight that inspired the work

Australia is a country surrounded by water, so surfing is a national pastime. Being in the open ocean, most surfers have a natural connection to the environment and sea life they surf amongst. A connection which has been shared by the indigenous people of Australia since life first began for them over 60,000 years ago. They call this Sea Country. The Irukandjis design and identity rebrand of the Australian Surfing Team heading to their first-ever Olympic Games was an opportunity to leverage this shared connection – and put recognition and respect for Australia’s First Nations people on the world stage. After centuries of oppression, this was a true act of reconciliation by Surfing Australia for indigenous Australians, to galvanise our Olympic surfers and give them a drive to not only compete for Australia but to compete for Australia’s First Nations People as well.