Victorian Government and Clemenger BBDO Melbourne launch Deadly Proud

8 February 2021

Creative Agency: Clemenger BBDO (Melbourne)

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Deadly & Proud follows the Deadly Questions campaign that launched in 2018.

The Victorian Government has launched its latest campaign in support of Victoria’s path to treaty, and truth and justice.

Created by Clemenger BBDO Melbourne, Deadly & Proud follows the Deadly Questions campaign that launched in 2018 in the lead-up to treaty legislation entering the Victorian Parliament.

Deadly Questions helped Victorians answer their questions about Aboriginal cultures and build connections.

Deadly & Proud encourages Victorians to be proud of Aboriginal cultures, resilience and communities and Victoria’s path to treaty, truth and justice.

Traditional Owners and Aboriginal Victorians tell their stories of pride across regional Victoria and metro Melbourne.

Stories cover everything from the ancient eels traps at Budj Bim to contemporary Aboriginal comic book culture.

The majority of the stories were filmed before Victoria’s lockdown, and are mapped to the place where each storyteller has a unique connection to the land.

The map itself was created by Aboriginal artists from organic materials found across Victoria, including water from the Murray River, sand from Squeaky Beach at Wilsons Promontory and charcoal from Lake Condah.

The Deadly & Proud storytellers and advocates are Archie Roach, Cienan Muir, Courtney Ugle, Aunty Edna Stewart, Aunty Fay Carter, Garey Foley, Jadah Pleiter, Uncle Jonny Lovett, Keisha Day, Kristy Dickinson, Marcus Stewart, Miranda Tapsell, Muriel Bamblett, Aunty Muriel Williams, Phillip ‘Philly’ Murray, Stephen Thorpe, Aunty Susan Martin, Tony Armstrong, Tracey Rigney, Trent Nelson and Tyson Lovett-Murray.

Treaty Branch executive director Elly Patira says Deadly & Proud represents a pivotal moment of transition in how we communicate Victoria’s path to treaty, and truth and justice.

“As more and more Victorians gain a deeper understanding of Victoria’s Aboriginal cultures and our state’s history, we can move forward from a simple conversation into pride and engagement with our local Aboriginal communities and our collective path to treaty," Patira says.

Clemenger BBDO Melbourne creative director, Hilary Badger says: “Many of us are more familiar with European cultures than the our own Aboriginal cultures. This campaign is a chance for all Victorians to see Aboriginal cultures as something we can share. Our mutual history isn’t comfortable but the way forward is to start talking about it. And there are also so many contemporary stories to explore. To film them, on country, is one of the creative opportunities of a lifetime.”

The campaign will run across TV, digital, social, OOH, PR and more. 


Client: Department of Premier and Cabinet, Treaty Branch
Executive Director: Elly Patira
Director: Alexandra Krummel
Senior Manager Strategic Communications and Events: Drew Higgins
Senior Manager Strategic Communications and Events: Amy Rieve
Senior Communications Adviser: Alexandra Berriman
Senior Events and Partnerships Adviser: Stephanie Londsdale
Communications and Events Adviser: Emily Curran

Creative agency: Clemenger BBDO Melbourne


Production company: Flare
Post Production company: Finish
Director: Tony Briggs
DOP/Cinematographer: Murray Lui
Production Producer: Elizabeth Rocka
Photographer: Tiffany Garvie
Digi Op / Photographer: Daniel Mazzarella
Sound House: SqueakEClean
Casting: Damienne Pradier
Mural Artists: Lyn-Al Young, Robert Young

Media agency: MediaCom

PR agency: Porter Novelli


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