The Sydney Morning Herald’s Common Ground
Turning “reason” into a space you could stand in
Client:
The Sydney Morning Herald
The brief
As part of its new Here’s to Reason brand platform, The Sydney Morning Herald wanted to make a powerful statement at SXSW Sydney. The goal: bring reason — a concept that sits at the heart of the SMH brand — to life in a way that could be felt, not just understood. With a festival crowd fuelled by innovation and opinion, the challenge was clear: how do you create an experience that cuts through the noise and reminds people of the value of balance, reflection and understanding?
Our curious spark
We designed The Common Ground — an interactive, data-driven installation that invited festival-goers to pause, think, and take a stand. Stepping inside the space, participants were met with thought-provoking statements about media, truth and modern life. Each time someone agreed, they physically stepped forward — triggering a wash of light overhead. Every movement became a data point; every moment, a reflection of belief.
Why this campaign mattered
Over the course of the festival, more than 16,000 individual responses were captured — creating a live snapshot of shared perspectives in a world often defined by division.
“The Common Ground was designed to help people pause and reconnect with reason. It’s not about who’s right or wrong, it’s about rediscovering dialogue and understanding.” Said Gareth O’Rourke, Managing Director at Curious Nation.”
Activating curiosity and creativity
Our curious crew at work
For Curious Nation, The Common Ground was more than an activation — it was a conversation brought to life. By blending physical space, human emotion, and technology, we helped The Sydney Morning Herald create a meaningful moment that embodied its purpose: to inform, challenge, and connect.
Proof that curiosity pays off
Incredible response
16,000+ live responses visualised through light and movement
Powerful, engaging moments
Standout engagement in one of SXSW Sydney’s busiest zones
Post-event engagement
Extended digital participation beyond the event
Lessons in curiosity
The Common Ground reminded us that curiosity thrives on participation. When you invite people to explore what they believe — and show them that every perspective contributes to something bigger — you don’t just create an activation. You create understanding.