Case Study: Australian War Memorial highlights living history with CRE8IVE

Australian War Memorial reframes a 10-year expansion with CRE8IVE

The Australian War Memorial faced the challenge of refocusing national understanding and gaining public support for its major 10-year renovation and expansion project. They engaged the vendor CRE8IVE for strategic marketing and communications services to shift the narrative away from the physical construction and toward the positive intent behind the expansion.

CRE8IVE developed a strategy centered on modern, optimistic storytelling that highlighted the experiences of current servicemen and women. By combining iconic architectural imagery with contemporary portraits, they successfully shifted the project's focus from buildings to people and their lived experiences, creating work with strong intergenerational appeal.

Australian War Memorial