SXSW SYDNEY
SERVICES
COPYWRITING
OVERVIEW
Every October, Sydney’s thinkers, creators, and innovators come together across 1000+ events to explore the latest in tech, music, screen and games. This annual event draws in a diverse array of creatives, technologists, entrepreneurs, and thought leaders from around the world, and has cemented Sydney’s place on the global stage of ideas and innovation.
Following a refreshed visual identity and brand guidelines, SXSW Sydney required a copy-focused campaign for 2024, which would help leverage the new brand and showcase its diverse range of talent and content. We were engaged by Studio 3AM to bring these words to life and create campaign messaging that invited curious audiences to come along for the ride.
WHAT WE DELIVERED
Working alongside Studio 3AM, we created a tagline and key messages that spoke directly to the campaign’s two key objectives: sparking curiosity about the annual event and highlighting the scope of talent and experiences available at SXSW Sydney 2024.
We created a core campaign tagline, which directly addressed the festivals target audience – curious individuals eager to learn from industry leaders and innovative creatives. “The Future Belongs to the Curious” embodid the adventurous spirit of the festival, and invited attendees to explore the unknown, challenge traditional perspectives, and embrace cutting-edge ideas.
With the sub-language of ‘Discover New’, we engaged the audience directly through the four festival pillars.
RESULT
In creating a compelling narrative, which ran throughout the campaign, we were able to assist SXSW in attracting global attention and participation and ensuring an inclusive and interactive experience.
The campaign had a strategic omnipresence including a diverse range of placements such as large format outdoor ads, street posters, TV commercials, cinema spots, YouTube ads, and social media posts. Through celebrating and embracing our natural curiosity, the campaign gained global participation and create an inclusive and interactive experience for all.
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