It’s 2009. China emerges as Australia’s largest export market, the Copenhagen Climate Conference fails to reach an accord and Hugh Jackman hosts the Oscars.


How do you reframe the Lucky Country as a nation of leaders?


Taking Australia to the world.

Australian Prime Minister Kevin Rudd took office promising a new era of progressive leadership. Keen to diversify beyond resources, Rudd announced the Australia 2020 Summit to help shape the nation’s long term strategy. His aim: to take Australian innovation to the world.

However global research into perceptions of Australia highlighted a major disconnect. While Australians saw themselves as thought leaders, global markets didn’t. They saw a nation rich in minerals and natural beauty. A nice place for a holiday but not much more. It was Re's task to build a country brand for trade that could bridge this ‘perception gap’. 


Reframing perceptions.

The new brand for trade heroes local innovators, celebrating Australians as diverse as designer Marc Newson and ballerina Amber Scott. This signalled a major shift in how Australia presents itself, working to reframe global preconceptions.


An ever-shifting identity.

The brand was front and centre at business week events from the USA to India. As Australia’s leadership changed, the identity adapted in response. It supported Tony Abbott during his ‘Open for Business’ free trade negotiations in Asia. It stood behind Malcolm Turnbull as he addressed 800 Chinese business leaders during Australia China Week. 


In partnership.

For TEDx Sydney, Australia Unlimited had the opportunity to tell the stories of talented and influential Australians both at home and abroad. The exhibition drew inspiration from the industrial aesthetic of the Carriageworks building. A ‘pop-up’ studio with photographer Ben Sullivan engaged visitors by making them part of the exhibition.


Engaging new audiences.

As an extension of the brand, the Australia Unlimited app showcased the stories of talented Australians, profiling their creativity, business acumen, scientific research and humanitarian endeavours. By taking a non-linear approach to editorial content, the app encouraged interactivity by enabling people to read it how they see fit.