Ogilvy Sydney this week launches a unique new
creative activation for the MCA, aimed at engaging art lovers and
drawing new audiences to the leading Sydney contemporary art museum.
The
new 'What's your MCA' campaign temporarily hands over custodianship of
its famous acronym to the public, urging them to express what the Museum
means to them in three words, using its initials as inspiration.
"The
MCA has long drawn some of the globe's most outstanding artists, but is
also a place that generates its own creative inspiration among those
that visit," explains Ogilvy Sydney's ECD, Derek Green.
"We wanted to harness this inspiration and not only develop a way for
audiences to express what the MCA means to them, but utilise this
creativity publicly. The result is the ultimate in user-generated
creativity; a campaign that reinforces the MCA's importance within the
art world while giving a voice to many people who love and support it."
Kicking
off this Thursday with on-site activations at the Museum, gallery
visitors and participants of popular programs such as MCA ARTBAR and the
Contemporary Kids school holidays program, will be encouraged to come
up with their own MCA acronyms.
The public can then create and
submit their own MCA acronyms online.
From there, they'll be able to share their creations on social channels
using #WhatsyourMCA and order their own personalised MCA t-shirts.
Some
of the best acronyms will then take over the MCA building at nightfall,
projected onto the Circular Quay façade for all passers-by to see in a
unique OOH display.
Ogilvy partnered with specialist creative
coding studio, Code on Canvas, to create the interactive activation and
the projections on the side of the MCA building.
Says MCA Director,
Elizabeth Ann Macgregor OBE: "Contemporary art is not a one-way
street: when people look at, or experience an artwork, their opinions,
what they bring to it, matters just as much as what the institution
tells them. This campaign is a wonderful way for us to let our audiences
know that we're actually wanting to have a conversation."
OGILVY SYDNEY
Creative:
Derek Green
Andrew Hankin
Andy Cooke
Boris Garelja
Account Service
Sally Kissane
Perrie Henderson
Elizabeth Ott
Strategy
Giorgia Castello
Digital
Jason Smith
Isabelle De Casanove
Social
Nathan Morazza
Sam McDougall
Production
Ashley Risstrom
James Daley
TV Production
Zac Lynch-Woodlock
Allan Woodford
CODE ON CANVAS
Rene Christen
Lukasz Karluk