In partnership with the Australian Space Agency, independent creative agency Amplify has launched Beyond the Horizon, a Culture Briefing report exploring brand marketing’s next frontier: outer space.
Amplify’s global Culture Briefings initiative is a series designed to help brands stay up to speed across developments in the cultural spectrum all around the world. Or, as in this case, around the galaxy.
This is the first time Amplify Australia has curated an edition of Culture Briefings. These reports map out key opportunities, insights and must know information to keep brands on top of the cultural pulse.
The ‘Beyond the Horizon’ report explores how brands can take an active role in one of the most generation-defining cultural moments of the next decade: space exploration. It highlights opportunities for marketers to engage with in the emerging conversation, drawing distinctions between the Apollo and Artemis missions and their relevance to today’s youth.
Amplify Australia’s ‘Beyond the Horizon’ debuted recently. An event in Sydney’s CBD featured a panel discussion with Katherine Bennell-Pegg, the first astronaut trained under the Australian flag and Keegan Buzza, director of communications and community engagement at the Australian Space Agency; alongside Amplify’s strategy director, Lucinda O’Brien, and executive creative director, Tim Baggott.
Bennell-Pegg highlighted the impact space exploration will have on a social- media driven generation, saying: “When we go back to the Moon, it’s not going to be with just one TV signal pipelined through Australia – it will permeate through all the different social media and other kinds of media that we have, in ways that the conversation will be far more broad.”
O’Brien added: “The space renaissance is here and Beyond the Horizon has been developed to help brands find an authentic way in. As we venture into this next chapter of space exploration, and our role as a nation is more embedded, we should consider how brands can connect with the next gen by bringing a distinctively Australian lens to the storytelling – one that reflects our landscapes, our diverse cultural identity and our values.”
Buzza echoed this sentiment, encouraging brands to look beyond traditional pathways: “The avenue and opportunity for brands is not just through astronauts. There are so many other entry points to be able to bring space into your storytelling or your marketing opportunities.
“If brands want to get involved in space, I'd encourage them to think about it more broadly than just needing to be aligned to a mission. Look at it from the perspective of what happens within a space organisation, the incredible innovation, ambition and eccentricity,” Buzza adds.
–
Top image: Lucinda O’Brien, Strategy Director Amplify, Tim Baggott, ECD Amplify, Katherine Bennell-Pegg and Keegan Buzza, Director of Communications and Community Engagement, Australian Space Agency