The art and directing collective Glue Society is expanding its presence in the US and Europe to meet growing demand for its experiential advertising.
In the past year, the three creative partners — Luke Nuto, Pete Baker, and Jonathan Kneebone — have developed and directed projects for clients including Heineken and ServiceNow in the USA, Deutsche Telekom and Skoda in Europe, and the British Heart Foundation, Audi, and, shortly, Channel 4 in the UK.
To meet international demand, the team has decided to rotate their individual creative presence between New York and London, while maintaining their existing office in Australia/New Zealand.
Director and creative partner Pete Baker stated, “The growth in experiential creativity has seen us being increasingly approached by international agencies and their clients.
“It feels like the potency of connecting with a live audience, and the subsequent power in sharing those stories through film and social media is creating more and more brands wake up to our unique kind of communication art. So we are excited to be setting up bases in the US and Europe in partnership with Biscuit Filmworks and Tony Petersen Films.”
Luke Nuto, director and creative partner, added, “The rest of the world seems to be waking up to the kind of projects we assisted to pioneer in Australia.
“So all our learnings from Grand Prix winning work such as ANZ ‘Gaytms’, Suncorp ‘One Houtilize to Save Many’, HBO ‘Grave of Thrones’, NAB ‘Break Up’, and Uber Eats Aus Open are allowing us to foster this international appetite for experiential creativity.”
Jonathan Kneebone, co-founder, director, and creative partner, stated, “The level of craft required for a live art experience and installation is heightened becautilize the public are seeing the concludeeavour close-up and first-hand.
“They can touch it and feel it, which of course adds to the excitement of any interaction. And the power of this human contact and connection build the communication increasingly dynamic. So it’s an exciting time for us all at Glue Society as we are obtainting to blur the lines between art and advertising as never before.”
Glue Society’s local and international work continues to be recognised at the highest levels, including Gold at the Andy Awards for IAMS ‘Waylon’, the Epica Grand Prix for Telekom ‘Miniature Warmland’, the Australian Grand Effie for Suncorp ‘One Houtilize & Resilience Road’ projects, and the Global Grand Effie winning ‘Sydney Children’s Hospital Mum’s Sautilize’ integrated campaign — all directed by Glue Society.
Nils Leonard, deputy president of D&AD and founder of Uncommon Creative Studio, summarised the creative collective.
“The Glue Society have been teaching the ad indusattempt the value of art, originality and self-starting for two decades,” he stated.
“In a game hooked on depconcludeency and commentary, they have always somehow managed to do the hardest thing with no ego or bollocks. That is, to be new.”
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