Connecting the present to a powerful past

Australian War Memorial

The Spirit of Anzac Centenary

A truly immersive commemoration of a Century of Service, from the First World War to present day, with the Australian War Memorial, the Defence Forces and The Australian Government.

September 2017


visitorsacross 23 locations


years touring Australia


unreservedly positive feedback


Resurrecting the past

This two-year travelling exhibition showcased the stories of Australia’s military experiences from the First World War, right up to present day, in an immersive and highly memorable way. Recreated environments, over 200 military artefacts, digital effects, films and an audio guide brought the sacrifice and heroism of a hundred years of Australian servicemen and women to vivid, unforgettable life.

Shaped by its visitors

To ensure the exhibition resonated personally with each guest, we also curated a unique new ‘Local Stories’ showcase for each of the 23 communities the exhibition visited, featuring artefacts and stories from their region. Visitors could record and leave behind their own remembrance messages, as well as take away memories that moved them in a virtual story briefcase.


Value for the audience

This experience reconnected modern people with the stories of the past in an unforgettable way, leading to 94% unreservedly positive feedback.

It brought a century of sacrifice and heroism to life.

Exhibition visitor

Value for the brand

The Australian War Memorial was able to deliver an experience that engaged Australians across the country by delivering on depth and reach. They were able to keep the spirit of Anzac alive by connecting with 368,000+ visitors across 23 locations.

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Lead The Change: Emirates Nature-WWF IKEA Activation

Our Middle East team partnered with environmental charity Emirates Nature-WWF and Al-Futtaim IKEA to bring a unique and immersive activation titled "A Day in the Life of Climate Change" to Festival Plaza, Jebel Ali. The activation, ran from November 18th to December 30th 2023, aligning with the COP28 conference in Dubai and aimed to raise awareness and funding to tackle climate change and water scarcity in the region.

November 2023