guts logo | Brand Strategy Agency
Client:

Lake Macquarie City Council

Behold The Humble Heroes

Who’s the backbone of every thriving community? The doers! When Lake Macquarie City Council came to us wanting to further strengthen their connection with community and instil local pride, we went straight to grassroots.

Key Insight

Through its commitment to sustainability, community, and culture of innovation, we found Lake Mac was enabling everyday local people to do extraordinary things.

Behold the humble heroes poster | gutscreative | Creative Brand Agency
Behold the humble heroes poster | gutscreative | Creative Brand Agency
Behold the humble heroes poster | gutscreative | Creative Brand Agency

Idea

Enter the Humble Heroes. It was a joy to celebrate the volunteers that glue Lake Mac together, alongside Council employees who go above and beyond. These amazing locals are quietly reducing food waste, saving lives, and connecting us to Country purely because they love their local hood.

Behold the humble heroes poster | gutscreative | Creative Brand Agency

Campaign

To connect the community in real life, we produced an outdoor photographic exhibition launched by the mayor Kay Fraser, so all locals could see the heroes in their midst. They complemented our out of home and digital campaign.

Behold the humble heroes poster | gutscreative | Creative Brand Agency
Behold the humble heroes poster | gutscreative | Creative Brand Agency

And the result? 

The campaign was a  finalist for the 2022 AMI Awards  for marketing excellence. The mayor and locals loved it so much we rolled it out for a second year, with the new round of Humble Heroes just launched.

Behold the humble heroes poster | gutscreative | Creative Brand Agency
Behold the humble heroes poster | gutscreative | Creative Brand Agency
I love that we can access a tight-knit team with specialised skills who are personally invested.
Natalie Phillips – Brand Marketing Officer, Lake Macquarie City Council
Creds:

Signage production:  Big Colour
Photography and videography:  Good Thanks Media 

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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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