Independent creative agency Amplify has joined forces with the Australian Space Agency to launch 'Beyond the Horizon', a Culture Briefing report that explores the potential of outer space in brand marketing.

It the first time Amplify Australia has curated an edition of Culture Briefings, a global initiative designed to help brands stay updated on cultural developments worldwide.

The 'Beyond the Horizon' report provides key opportunities, insights, and essential information for brands to stay ahead of the cultural pulse. It delves into how brands can engage in the emerging conversation about space exploration, drawing distinctions between the Apollo and Artemis missions and their relevance to today's youth.

The report debuted at an event in Sydney's CBD, featuring a panel discussion with Katherine Bennell-Pegg, the first astronaut trained under the Australian flag, Keegan Buzza, Director of Communications and Community Engagement at the Australian Space Agency, and Amplify's Strategy Director, Lucinda O’Brien, and Executive Creative Director, Tim Baggott.

Bennell-Pegg highlighted the changing landscape of space exploration and its impact on media. "When we go back to the Moon, it’s not going to be with just one TV signal pipelined through Australia – it will permeate through all the different social media and other kinds of media that we have, in ways that the conversation will be far more broad."

O’Brien emphasised the importance of brands finding an authentic way to engage with the space renaissance. She said: "The space renaissance is here and Beyond the Horizon has been developed to help brands find an authentic way in. As we venture into this next chapter of space exploration, and our role as a nation is more embedded, we should consider how brands can connect with the next gen by bringing a distinctively Australian lens to the storytelling – one that reflects our landscapes, our diverse cultural identity and our values."

Buzza encouraged brands to consider the broader opportunities in space-related storytelling and marketing. "The avenue and opportunity for brands is not just through astronauts. There are so many other entry points to be able to bring space into your storytelling or your marketing opportunities. If brands want to get involved in space, I'd encourage them to think about it more broadly than just needing to be aligned to a mission. Look at it from the perspective of what happens within a space organisation, the incredible innovation, ambition and eccentricity."