The Digital Display Dictionary
Making Indigenous Victorian education more engaging by using contextual creative to piggyback off an audience’s existing interests.
The Thinking: Indigenous Victorian culture is more than 50,000 years old. It existed long before Stonehenge, predates the Pyramids, and is older than the Acropolis. And yet most Victorians know almost nothing about it. The challenge from the Victorian Government was a familiar one: how do you increase interest in a topic people have already tuned out? By not asking people to engage with Indigenous culture in the abstract, and instead, connecting it to things they’re already interested in.
My Role: Concept Development, Copywriting & Messaging, Art Direction
Ads That Didn't Interrupt
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Relevance At Scale
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Ads That Didn't Interrupt — Relevance At Scale —
The Digital Display Dictionary ran across major editorial mastheads — The Herald Sun, The Daily Telegraph and News.com.au — with each of its ads served contextually. The ads didn't interrupt the content, they deepened it — and that's what made them worth reading.
Victoria's Indigenous languages offered an enormous body of material, and we included words from other Australian regions to deepen our engagement even further — the more personally relevant a word was, the more likely it would be remembered.
Of course, single words are just the first step in learning about Indigenous Australia. So some placements went even further, proving that a single impression can be an education.
