Australian Film Showcase
Projecting Australia: Showcasing Australian Film to Brazil
Overview
Being selected to oversee the branding of the 6th edition of the Australian Film Showcase in Brazil—Mostra de Filmes da Austrália 2017—was a unique challenge and opportunity. The showcase was an extensive affair, covering multiple cities across Brazil, including Belo Horizonte, Brasilia, São Paulo, and Rio de Janeiro. Our goal was to curate a unified branding identity that effectively communicated the diversity of Australian cinema and the richness of its culture, while accommodating the expansive geographical reach of the event.
Challenge
The central challenge was multifaceted. We needed to attract a diverse Brazilian audience across several cities, while ensuring that the branding was versatile enough to harmonise with a wide range of Australian films from various eras. The objective was to encapsulate this richness and diversity within a cohesive brand image that could stand out in a crowded event landscape, and resonate from Belo Horizonte to Brasilia to São Paulo and Rio de Janeiro.
Solution
Our branding strategy took inspiration from Australia’s panoramic landscapes and bustling urban settings, reflected in the range of films showcased. To make the branding distinct and immediately recognisable, we employed bright colours in our design, capturing the vibrant energy of Australia. The logo amalgamated iconic Australian symbols—such as the Sydney Opera House and the rugged Outback—to create a visual representation that spanned the spectrum of narratives in the showcase. The typography was meticulously selected to bridge the gap between modern and classic films. We developed a suite of comprehensive marketing materials, including banners, digital advertisements, and event signage, all in line with our unified brand language.
Impact
The success of the Mostra de Filmes da Austrália 2017 branding was manifest in multiple ways. The event enjoyed record attendance across all participating cities. The unique branding and bright colours made our showcase stand out from other cultural events, attracting a more diverse demographic, particularly among younger audiences. This consistent visual language served to amplify the event’s impact, offering a richer, more immersive experience for attendees. The heightened profile of Australian cinema in Brazil, engendered in part by our successful branding, demonstrated the unifying power of effective communication in fostering cultural exchange and expanding perspectives for both audiences and filmmakers.