CSIRO: Disrupting evolution
Knowledge is power. So what better way to help staff (and the general public) feel in control than by equipping them with the full story: not just relating to the merger and what it would mean for them, but going back — way back — to where it all began.
The resulting narrative, based around the notion of ‘disruptive technologies’, mapped the history of CSIRO from humble beginnings to a world-leading scientific institution that continues to shape the way we live. Built around solid facts and statistics (something close to CSIRO’s heart), the animation we developed took viewers on a ride through time, illustrating how CSIRO has continued to evolve technology through disrupting the norm — thereby creating new norms. The animation's macro view of disruption as central to CSIRO’s ethos provided a natural segue to the print piece, which demonstrated how the merger was a 'disruption' that was equally core to the ongoing evolution of this great institution. The printed graphic frieze took the 'disruption journey' into the future, placing it firmly in the hands of the people involved.
The results speak for themselves — the unveiling of the animation (played to a room full of hard-core scientific and computer engineers) was met with a standing ovation. You can’t ask for much more of a positive or empowering experience than that.
When CSIRO needed to engage staff in an upcoming merger between two divisions, they called on Primed to help facilitate the process. As Primed’s strategic partner, we were engaged to create a suite of materials to convey this message in a positive and empowering way. Oh, and whatever we produced also needed to work as a public-facing campaign as well. Potentially a difficult task!
The dual-facing animation took the audience on a 'disruption journey' through CSIRO's past, to their next big move.