The challenge was to move Vegemite from nostalgic pantry staple to something more active and future-facing. Makes ’Em Mitey asks why Australians punch above their weight in sport, science and culture, and the answer is the B vitamins in VEGEMITE, fuelling minds and bodies for over a century. The new platform champions Aussie kids chasing their passions as the next wave of Australian legends. Inspired by sports advertising, we built a design system from arguably the nation’s most distinctive brand asset, the VEGEMITE jar. It became a consistent stage that frames these kids as the poster kids of a new generation.