La Trobe University were the official learning partners of the Jean Paul Gaultier exhibition and the NGV in 2014.As part of ‘Friday Nights at NGV’ they challenged the identity of visitors with an installation asking ‘can you define yourself in just one word?’ over a period of 10 Friday nights in November, December and January.

La Trobe’s aim was to collect as many of these one word identities as humanly possible and in first night we collected over 150, which was way above the expectations. The installation captured a portrait of the subject to add to their #1DENTITIES collection. The university is ultimately looking to find insight into how we all define ourselves.

Agency: JWT Melbourne
Creative Team: Holly Burgess & Lucy Logan
Creative Director: Tim Holmes
Production Company: Airbag Productions


La Trobe University

January 2015