Ogilvy Sydney Launches Magnificent Creative Activation For MCA

Ogilvy Sydney Launches Magnificent Creative Activation For MCA
SHARE
THIS



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,” explained 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 via www.mca.com.au/whatsyourmca. 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.

MCA Director, Elizabeth Ann Macgregor OBE said: “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.”

Please login with linkedin to comment

MCA Museum of Contemporary Art Sydney Ogilvy Ogilvy Sydney

Latest News

Leadership, Humanity, Technology – The Sweet Spot
  • Media
  • Technology

Leadership, Humanity, Technology – The Sweet Spot

The SingularityU Australia Executive Program will take place this may, celebrating leadership at the intersection of the values of humanity and the value of technology. The Elon Musks, Apples and Xeros of the world are taking risks for humanity and creating new  technologies that streamline and beautify business operations. They simplify life by providing basic […]

by B&T Magazine

B&T Magazine
OMD Alumnus Launches Specialist Media Agency For The Franchise Sector; TFM Digital
  • Marketing

OMD Alumnus Launches Specialist Media Agency For The Franchise Sector; TFM Digital

Brisbane media professional and former OMD Australia Account Director Taylor Fielding (pictured) has officially launched TFM Digital. TFM Digital is a specialist media agency based in Newstead which primarily provides media buying services, and strategy development, to businesses chiefly, but not exclusively, within the franchise sector. Prior to the launch of TFM Digital, Fielding spent […]

FutureFeed Appoints Five By Five For Global Launch
  • Media

FutureFeed Appoints Five By Five For Global Launch

Launch marketing specialists Five by Five Global have been appointed by FutureFeed to develop their brand, international certification trademark and go to market strategy. The innovative livestock feed ingredient developed by CSIRO, Meat and Livestock Australian and James Cook University uses a specific genus of seaweed, Asparagopsis, which significantly reduces methane emissions in ruminant livestock. […]

SKMG’s Andrew Knowles Snares B&T’s 30 Under 30 For PR
  • Marketing

SKMG’s Andrew Knowles Snares B&T’s 30 Under 30 For PR

Andrew Knowles, partner and co-founder of the corporate communications consultancy Shoebridge Knowles Media Group (SKMG), has won the PR category in the 2021 B&T 30 Under 30 Awards. Knowles received the award at a ceremony in Sydney last night, claiming victory in a highly competitive field that included leading executives from some of Australia’s biggest […]

MELBOURNE, AUSTRALIA - APRIL 14: Jack Viney of the Demons and Mitch Wallis of the Bulldogs pose for a photo during the Theragun & AFL Partnership announcement at AFL House on April 14, 2021 in Melbourne, Australia. (Photo by Dylan Burns/AFL Photos)
  • Marketing

AFL Names Therabody As Its Official Recovery Partner

The AFL is delighted to welcome Therabody as its Official Recovery Partner of the 2021 Toyota AFL Premiership Season. Therabody’s industry-leading devices and research will be integrated into pre-match training and post-match recovery routines to help prevent injuries and help improve overall athletic performance. Therabody will also become the naming partner for the end-of-season AFL […]