guts logo | Brand Strategy Agency
Client:

University of Newcastle

Animation Mayhem

A crab man, a banana and a beer drinking octopus walk into an animation festival…

Guts was asked by the University of Newcastle (UON) to promote the Newcastle International Animation Festival for the fifth year running. This festival is dear to our hearts, always inspiring and a great opportunity to showcase the plethora of local talent in order to attract students to study with the School of Creative Industries.

University of Newcastle - Animation Mayhem | Gutscreative | Creative Brand Agency

Key Insight

By using our industry connections to bring world class animators to Newcastle and celebrate local talent, we repositioned the university in the minds of creatives nationally.

University of Newcastle - Animation Mayhem | Gutscreative | Creative Brand Agency
University of Newcastle - Animation Mayhem | Gutscreative | Creative Brand Agency
University of Newcastle - Animation Mayhem | Gutscreative | Creative Brand Agency

Campaign

The best bit was working with the awe-inspiring UON students. With guidance from Guts and UON, these proteges came up with the most incredible brand for the festival featuring a whole gaggle of the quirkiest characters.

The Kids Session ignited the imagination of tiny animators. Opening Night’s Q&A session was a treat where we got to hear from two of Australia’s best award-winning animators, Alex Weight and Simon Ashton, who have worked on the Lego Movie, The Lion King 2, Peter Rabbit, and Happy Feet. They showed aspiring animators they could take on the world by studying at UON.

University of Newcastle - Animation Mayhem | Gutscreative | Creative Brand Agency

And the result?

A bumper year with 450 festival attendees, a 15% increase on previous.

University of Newcastle - Animation Mayhem | Gutscreative | Creative Brand Agency
University of Newcastle - Animation Mayhem | Gutscreative | Creative Brand Agency
The festival helped kick-start my career. I never thought I’d have a chance to work with Nickelodeon but winning the comp gave me some great networks and the confidence to put my work out there.
Dan Smith – Animator on Bluey (Ludo Studio)
Creds:

Graphic design Alex Hobbs, Eden Wilson, Samuel Jeffress
Animation: Jack McGrath
Website: Lachlan Golledge  

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Guts Creative acknowledges the awesome culture and creativity of the traditional custodians of the Country where we work: Awabakal Nation and Worimi Nation. We walk humbly in their footsteps, support the protection of their invaluable knowledge, and are inspired to do better by Elders past and present.
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