Tasked with designing a campaign for an exhibition that sought to remind people of the wildness of the Melbourne Jewish Community’s past, present, and future, we needed to cut through and communicate their diverse history and culture, serving as an inspiration for future generations.

Our response focused on conveying the themes of rebellion from the Jewish Community. It displays a sense of wildness through bold colour and textural juxtapositions designed to reflect the exhibition’s intention. The type references the past, taking inspiration from original Jewish Herald newspapers, whilst the imagery literally subverts expectations. The out of home served as an invitation for people to be wild themselves — ripping through layers to reveal quotes that inspired the exhibition. The campaign provided a new, and unexpected way for people to engage with the Jewish Museum, whilst inspiring them to find wildness within themselves.