CB Q&A: Peter Kirk on trust, storytelling and the global impact of ‘The Knowledge Keepers’

Earlier this year, NRMA Insurance and Indigenous Australian-led creative consultancy Campfire X launched The Knowledge Keepers – a powerful documentary sharing the wisdom of First Nations land practitioners on how to prepare for and respond to extreme weather. Since then, the film has gained recognition both at home and internationally, with recent festival selections in Los Angeles and the UK. To dig deeper into the impact of the project, the process behind it, and what it means for Indigenous storytelling in Australia and beyond, Campaign Brief caught up with Campfire X’s Peter Kirk.

The Knowledge Keepers launched back in April. Since then, what kind of feedback have you received from communities, audiences, and the industry?

A lot actually. One thing our industry does well is celebrate good work. What’s pleasing though is that it was never our story to tell. It was the First Nations land practitioners who go about their roles without much fanfare or support. First Nations land management is an integral part of Australia’s and to that matter the world’s environmental management process and we at Campfire x through the support of NRMA Insurance were so blessed to be able to tell their story.

The film was recently shortlisted at the NewFilmmakers Los Angeles November 2025 Film Festival and was just selected for the Lift-Off Network Showcases in the UK. What does this kind of international recognition mean to you and the team behind the project?

Any recognition is good recognition, but the most pleasing part is that our stories (First Nations) are getting amplified on an international stage. Australia is so well positioned to showcase First Nations talent and stories around the globe. It’s what sets us apart from other cultures. We don’t do this enough. This is what makes us the happiest, the international recognition for all First Nations people that either worked on the film (producers, crew) and the First Nations talent.

This project could only have been made through deep trust with Elders and land practitioners. How did everyone work together to build and maintain that trust throughout the process?

Slow and the building of trust and this is where the great work of Brad Cooke [Co-Founder, Campfire X – Engagement and Creative] and Jodi Shannon [Creative Producer, Campfire X] came into play. The relationship, respect and trust they have within the First Nations communities was integral to the proper telling of this story. The trust demonstrated by NRMA Insurance also played an important role. This project couldn’t and didn’t follow the traditional ways of producing any documentary. Storyboards, scripts and treatments had to take a back seat to the engagement and the insight the First Nations land practitioners needed to tell. For NRMA Insurance to allow us to take the lead and trust the process demonstrated their commitment to telling the story the right way.

You’ve spoken about the trust required in these collaborations – how can brands demonstrate that trust in a way that allows Indigenous creatives to thrive and tell authentic stories?

As challenging as it is you have to learn to trust the process, if you’re going to hire an Indigenous company to work with then you have to understand that the processes may be different, it will challenge you but if you trust the process the results will far exceed anything you thought possible.

From your experience on The Knowledge Keepers, what advice would you give brands that haven’t yet worked with Indigenous agencies or production companies, or aren’t sure where to start?

Reach out and have a yarn, maybe that’s what true reconciliation is. Having a yarn, finding common ground.

How can collaborations between big brands and Indigenous creatives help elevate and amplify Indigenous storytelling?

I’ve spoken about how Australia is in a unique position to tell First Nations stories to the world. This is where brands need to lean in and start developing ways to combine First Nations creativity into their marketing and comms strategies. In most cases First Nations budgets are only a secondary thought and or something brands feel they have to do. I would ask that brands change this process to “it’s something that will make our work better”, it’s a small thought but a powerful one.

The Knowledge Keepers was created as part of NRMA Insurance’s support for the Beyond 3% initiative, committing 3% of its broadcast media budget to First Nations media. What impact do initiatives like this have on the industry, and how can they influence broader media investment strategies?

They are very powerful. It’s a brand and a media company making a commitment and then building out KPIs to meet that commitment. That’s how change happens by making a commitment then sticking to it. The results are for everyone to see. The more this happens the more the work gets noticed and the more the work gets noticed the more it becomes normalised.

The Knowledge Keepers reminds us that innovation isn’t always new – sometimes it’s ancient. Why do you think that message resonates so strongly right now?

I think it’s a case of people slowly realising that some things haven’t been working as well as we thought they would. The phrase “to prepare for the future we must look to the past” is very powerful. Maybe that’s what people resonate with the most. Maybe it’s time we listened to other cultures that have been here for over 65,000 years? Maybe these people might be onto something – I think that’s what’s happening.

As more global audiences discover The Knowledge Keepers, what do you hope they take away about Indigenous knowledge and its role in shaping responses to climate and land management?

We all share this planet. As Joe Echevarria said, “the best way to predict the future is to create it together.” I hope The Knowledge Keepers message shifts the needle somewhat, so that more people can understand that we can all shape the future of the world together.

Finally, what’s next for Campfire x? Are there new stories or projects on the horizon that you’re excited about?

We have just been appointed as the lead agency for Treaty NSW. It’s a very humbling account to have. There is a heap of other stuff coming down the pipeline, all we can say is stay tuned…

Learn more about The Knowledge Keepers here.

Visit Campfire X’s website here.

If you are an advertiser, marketer or content creator, head to www.beyondthreepercent.com.au or email beyondthreepercent@sbs.com.au to find out more.