What makes an icon? Is it age? Achievement? Character? What about all three?
The Challenge
Baker Love Lawyers has been part of Newcastle since 1875, but how do you make a 150-year milestone feel fresh, relevant, and impossible to ignore? The goal was to celebrate a proud history while sparking real community engagement, making Baker Love Lawyers not just historic, but iconic.
Our Approach
We commissioned a one-of-a-kind artwork by local artist Ben Mitchell, featuring 150 icons of Newcastle. To build excitement, we turned the artwork into a citywide competition. A social and radio campaign invited locals to help shape the final piece by voting for their favourite Newcastle icons, with Triple M street teams handing out $500 daily prizes to keep the momentum going. The campaign spanned media planning, creative direction, copywriting, design, radio scripting, professional voiceovers, and a suite of assets including a custom 150-year logo, billboards, social tiles, video content, and press releases. The celebration culminated in a 150 Years Charity Gala, where the finished artwork was unveiled and auctioned to raise funds for the Butterfly Foundation, alongside a silent auction of other donated items.
The Results
From inspiring 50 community submissions to five radio activations, the campaign captured the hearts of Novocastrians. The gala event unveiled the final piece, featuring 150 local icons, to a crowd of 220 guests. Together, the community helped raise $9,300 for The Butterfly Foundation. All reinforcing Baker Love Lawyers’ role as a true community icon, 150 years on and into Newcastle’s future.
