Austrade / Australia’s Nation Brand

In 2018, Clemenger BBDO Sydney was awarded a unique three-year Federal Government contract to create Australia’s new Nation Brand. Known for our beaches, friendly people and shrimp on the barbie, Australia needed a change of positioning on the world stage, heroing our industry, science, education and creativity. In looking to define Australia’s Nation Brand, we undertook a complex web of stakeholder management spanning the Prime Minister and multiple government departments, 100+ private sector organisations, and our Brand Advisory Council -12 of the country’s leading figures including Mike Cannon-Brookes and Andrew Forrest. In partnership with them, we distilled our national values and brand, created new language and visuals with which to represent our country, and planned launches at various global events including SXSW, Davos and Dubai World Expo 2020.