The world’s most famous ad campaign is now on the move: A gender campaign in which female-identified women are not only photographed but also interviewed.
The campaign is the brainchild of the Australian agency The National Geographic Creative Group.
“This is a milestone for our agency because we are the first agency in Australia to use a gender-based narrative for an ad,” said National Geographic senior communications manager, Amanda Gannon.
“The National Geographic creative team is very excited to be part of this momentous milestone.”
The story of how The National GeoCreative Group got its start is a story of cultural change.
It began with an advertising agency in the late 1990s in the small southern town of Sydney, which was then home to a thriving art gallery and music venue.
A number of artists, including Sydney’s former rock and roll superstar Syd Barrett, were seeking to sell their artwork through the galleries.
Artists in the local community started calling on friends, family and the media to help.
Artists and artists’ families then teamed up to form The National Geography Creative Group (NGCG), a creative agency dedicated to finding new, creative ways to bring their art to life.
“We’ve got a very large team of artists and art historians who work with us to help them understand the history of their work and tell their stories,” said Gannon, referring to the NGCG’s artists and artists historians.
But the realisation came in 2007 when a woman from the local Aboriginal community asked for help. “
There is a lot of opportunity to do good work for the community and for Australia in general.”
But the realisation came in 2007 when a woman from the local Aboriginal community asked for help.
The woman had been documenting her experience with the Aboriginal art community through a series of photographs of Aboriginal artisans.
The images, captured by a camera on a mobile phone, sparked a cultural revolution and a desire to bring more Indigenous people into the art world.
“What I noticed was a disconnect in the Indigenous art world and how the majority of the artists didn’t see their work as art,” said Sydney-based photographer, Julie Gaskins.
“In the art community, they were not seeing themselves as a part of that community and part of the culture.
It was really inspiring to see that the people that I had photographed with were a part in the art process.” “
And I found a lot that I felt that was a good fit for this project.
It was really inspiring to see that the people that I had photographed with were a part in the art process.”
Gaskans photography work included an Aboriginal artist’s portrait, an Indigenous artist’s collage, a work by Aboriginal artist, and an artist’s sketch.
The NGCGs creative director, Julia Cusack, said the project is not about finding a better way to market or advertise Indigenous art, but about celebrating Indigenous culture.
“I think that’s really important to recognise that our art is a reflection of the life that Indigenous people live and it’s part of our story, and it also is part of who we are,” she said.
“As Indigenous Australians, it’s important to have that sense of self and self-worth and we’ve got this incredible art tradition that celebrates Indigenous people and we want to be able to continue to support that and support it.”
NGC’s artists will be able take part in a series that will include portraits, collages and a performance, but there will also be a documentary film about the project that will feature interviews with the artists and their families.
“They’re not just taking part in this project, they’re part of it, and that is a really good reflection of our creative community,” said Cusak.
The documentary will be screened in September in Sydney’s Central Business District, and will be available on the NGM website and on the ABC app.
A gender ad breakthrough?
“The next step is to create the film that will tell the story of the project, and then the next step will be to find the best and most creative way to do that,” said NGC.
“But for now, this is a significant moment in Indigenous history and the world’s history, and we’re just going to celebrate it with these beautiful photographs and a great documentary.”
For more information on the National Geographic Creative Group and how to get involved, visit the website or email [email protected]