The Art of Curiosity: Studio 3AM crafts SXSW Sydney’s 2024 campaign

SXSW Sydney is set to return in October 2024, building on the resounding success of its 2023 debut. As part of the globally renowned SXSW family, this event stands as a beacon for creativity, innovation, and collaboration in the Asia-Pacific region. It promises to once again draw a diverse array of creatives, technologists, entrepreneurs, and thought leaders from around the world, cementing Sydney’s place on the global stage of ideas and innovation.

To support the event, SXSW worked with Sydney-based Studio 3AM to craft its innovative creative campaign titled “The Future Belongs to the Curious.” The campaign embodies the adventurous spirit of SXSW Sydney, inviting attendees to explore the unknown, challenge traditional perspectives, and embrace cutting-edge ideas.

The campaign will have a strategic omnipresence, featuring diverse placements such as large format outdoor ads, street posters, TV commercials, cinema spots, YouTube ads, and social media posts. By celebrating curiosity, the campaign aims to attract global participation and make the event an inclusive and interactive experience.

Colin Daniels, managing director of SXSW Sydney, praised the campaign, stating: “The visual identity Studio 3AM created earlier this year is incredibly versatile, looking great in any context. It was only natural to continue our collaboration on this first creative brand advertising for SXSW Sydney. ‘The Future Belongs to the Curious’ is just as striking and adaptable as the original work – we couldn’t be more thrilled.”

Sydney-based Studio 3AM has previously collaborated with renowned brands such as Sony, Porsche, ABC, Sydney Symphony Orchestra and Audi. With this latest work for SXSW, they have sought to create a compelling narrative that resonates globally, encouraging individuals to explore new horizons. The campaign is designed to highlight the importance of curiosity as a catalyst for innovation, a celebration of diversity, and a driver of groundbreaking discoveries and transformative ideas.

Says Jonathan Key, CEO/creative director at Studio 3AM: “Working with SXSW Sydney has been an incredible collaboration that perfectly aligns with our ethos of good design crafted by good people. The team at SXSW Sydney shares our passion for creativity and innovation, making this partnership truly rewarding. We are delighted with the result and grateful for the opportunity to showcase our commitment to creating impactful and timeless designs.”