Challenging the perceptions of trade.

Details

Building and construction is one of WA’s largest industries, yet outdated perceptions of a career in construction has deterred young Australian’s from pursuing an apprenticeship. To address the shortcomings in apprenticeship information and elevate the industry as a whole, The Construction Training Fund began a new initiative: Construction Futures Centre, Australia’s first interactive industry exhibition centre.

Strategy | Design | Copywriting | Video | Photography | User Experience Planning

Our goal was to excite and educate, whilst providing actionable career information.

300 videos

Objective

Whilst our key objective was to encourage young adults to pursue a career in construction, it became clear that students rarely have the information required to consider an apprenticeship. Combining narrative with user experience, OKMG aimed to create an immersive experience that exposed students to a multitude of career opportunities, showcasing how construction is set to shape WA’s future.

  • Video
  • Virtual Reality
  • Augmented Reality
  • Animation
  • Photography
  • Copywriting
  • Drone
  • Graphic Design
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We aimed to inspire the next generation of apprentices by creating a space that truly reflects the diversity of opportunity and innovation of WA’s most important industry.

48 exhibits

An actionable Outcome

Conscious of a youth target audience, the content created had to be engaging and relevant. Following an intensive 8 week research and discovery process, the OKMG team put on their hardhats and spent 6 months immersed in the WA construction scene. We connected with the states most iconic tradespeople, spent time on site with local apprentices achieving excellence in their professions and gained exposure to cutting edge-technology putting Perth innovation on the world map. Travelling across the state, we interviewed and captured content that reflected the true diversity of tradespeople and delivered this message across 48 unique exhibits.

Visit the CFC website

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