Islamic Museum of Australia — IMA Campaign

In a country grappling with Islamophobia, the Islamic Museum of Australia has the power to correct narratives and create real change. But many Australians don’t know it exists, and for those that do, many don’t think the museum is for them.

We transformed the museum's acronym into our invitation. ‘IMA’ or ‘I’m a...’ became a headline technique used to highlight the different reasons that could draw people to the museum. The campaign was shot in the tonal world of IMA, exploring sophisticated lighting techniques designed to centre the ambassadors and the exhibits. Our headline treatment reinforces the museum's core brand whilst opening  the museum’s potential customer base to every single person in Australia.