GREAT OCEAN ROAD - THE STORY

Back in February 2018, we were commissioned by Visit Great Ocean Road to develop creative ideas for the celebration of the 100 Years since construction began on the Great Ocean Road, the longest war memorial in the world.

After diving deep into the history of the region and reading the numerous tourism strategies, we established that many visitors were taking the iconic road trip, visiting key locations but not necessarily taking the time to understand or absorb its rich history. Also often missing another key aspect - the road was built by returned serviceman after WWI as part of a return to work program and to commemorate the soldiers lost and is, in fact, the world’s largest war memorial.

We proposed a series of experiences which shared the history of this iconic region from indigenous beginnings, to the current day, with a focus on the serviceman who built the road which has subsequently entice visitors to experience this beautiful part of the country and share with the world. The underlying objective, to encourage locals and tourists, to sit down, slow down and learn a thing or two.

We created a diverse program which celebrated the milestone in a variety of ways meticulously designing a program which encompassed film, music, art, design and augmented reality by encouraging visitors to enjoy a story trail, however they wished to engage. Following the celebrations, whilst some of our activations were temporary, we wanted to be sure to leave a trail and legacy behind.

We invited our collaborators to join us in telling the story by producing a new film ‘The Story of the Road’ to launch the celebration - a half hour documentary which explores the rich history of the 243km coastline and uncover the harsh reality of life for those constructing the road launched as within a screening experience at Lorne Theatre and Apollo Bay's Mechanics Hall.

Plus to ensure visitors could partake in an experience during the celebrations - drawing on the nature of human curiosity, we also created, designed, styled and built five art-deco inspired pop-up cinemas which incorporated short-films and subsequently a live experience of story discovery plus ensuring the story lives on beyond the event - bespoke installations which encompass a curated art piece and tell stories through QR points activating augmented reality experiences along a trail.

The story experiences capture the history of the road and create a deeper connection for visitors and locals alike, encouraging awareness and future generations to better appreciate what the road means to Victoria.

An overview of each concept is linked below.

Watch this HYPE REEL

THE DOCUMENTARY + SCREENING
A night at the flicks

Our collaborative filmmakers take you on a journey of the construction of the Great Ocean Road, removing the layers of myth surrounding the lives of the Indigenous Australians, women and ex-soldiers who built it.

Established in the 1930s to meet the demand of tourism as a result of completion of the Great Ocean Road, The Lorne Theatre with its original finishes include terrazzo floors, geometrically patterned ceiling panels, original seating and lighting fixtures, was the ideal venues for the documentary launch and exclusive preview screenings within the region. Open in 1937, it is one of the few remaining early single-screen movie houses left in country Victoria.

Whilst viewing the documentary, guests were be exported back to the 30s, encouraged to dress for the occasion. The special film event was complimented by music from swing band The Sugarfoot Ramblers, vintage treats and guests may enjoy a French 75 by Great Ocean Road Gin and specially brewed 1920s beer recipe from local brewery Prickly Moses, in a special night at the flicks.

The documentary was screened on SBS Friday 24 April 2020.

For information on other IAM100 program elements follow the links below:

THE POP-UPS - Share our Stories
PUBLIC ART, REFLECTION + AUGMENTED REALITY - The story lives on