Ogilvy Sydney Launches Magnificent Creative Activation For MCA
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.”
Latest News
Photo Gallery: Inside Thinkerbell’s Brand New Swanky Sydney Digs
Indie creative, media and PR agency, Thinkerbell, has capped off a stellar 12 months, moving its Sydney office into swanky new digs in Redfern in the city’s inner west. Following a flurry of new business wins and hires, the 40-strong Sydney team shifted out of its old offices in Surry Hills to the new premises […]
Presser Gets Bungled & Buzzy After Politician Accidentally Swallows A Bee Live To Air
B&T does warn readers that animals were in fact harmed in this pollie-eats-bee live-to-air TV story.
Buzzfeed, Inc. Launches Lighthouse In Australia, UK And Beyond
BuzzFeed, Inc. today announced that Lighthouse, an offering for advertisers across its platforms that brings brands closer to its audience, is now available to clients internationally. Lighthouse leverages BuzzFeed’s tech-powered foundation and diverse array of content across BuzzFeed, Inc. – which includes BuzzFeed Entertainment, BuzzFeed News, Tasty, HuffPost and Complex Networks – to provide advertisers […]
Selfwealth Lands Clems’ Alex Clarke-Groom As Head Of Marketing
Alex Clarke-Groom insists he's not the man for dodgy stock market tips after joining online trading platform.
Kyle Sandilands Set To Captain Seven’s Australian Idol Reboot
Kyle all set to return to our TV screens! Albeit bleary-eyed and covered in vomit after birth of first child last week.
News Corp Launches Cost Of Living Series Smart Savers Amidst Growing Crisis
News Corp Australia has today launched a six-week cost of living editorial series, Smart Savers, to help its audiences make informed decisions to navigate the rising cost of living. According to News Corp Australia research consumers are spending, on average, 60 per cent of their incomes on bare essentials including food, fuel, housing and insurance […]
Report: 56% Of Women In Australian Media Are Dissatisfied With The Progress Of Their Careers
The Women in Media Industry Insight report is here! And B&T's lead image choice isn't the only thing to be angry about.
Seven Claims Sunrise Has Already Won 2022’s Breakfast Ratings War
At his age, it's rare Kochie's premature about anything, but apparently not Sunrise's claim to 2022's brekkie crown.
JCDecaux Launches Immersive Marketing Event Via Wangaratta Council
Wangaratta readers you demanded more news and B&T is delivering on its promise today.
oOh!media Launches Dynamic Screen In Perth’s Claremont Quarter
oOh!media continues to expand its large format digital network in Western Australia, launching a full-motion dynamic broadcast screen at Claremont Quarter, a premium retail and lifestyle destination in one of Perth’s most exclusive suburbs. Located to the west of Perth’s CBD, Claremont Quarter is a prestigious luxury-focussed shopping environment comprising more than 120 high-end retailers […]
SCA Announces Slew Of Regional Promotions With “More To Come”
SCA announces a number of new regional hires with not one person called Barry, Stevo or even a Gayle.
“Hell Hath No Fury!” North Queensland Woman Takes Out Full-Page Newspaper Ad On “Filthy Cheater” Partner
Every bloke named Steve in Mackay & the Whitsundays shitting themselves after being outed for adultery in local paper.
Ex-Havas Chief Mike Wilson Joins Hatched, As Agency Announces New Sydney Office
Thought Mike Wilson had retired to a life of golf and irritating his wife? Think again, as he pops up once more here.
Sunday TV Wrap: The Block Continues To Chip Away & Almost Cracks A Million Eyeballs
Much like the commemorative tea towel or a Margaret Fulton cookbook, The Block is the gift that just keeps on giving.
Man Of Many Pinches News.com.au Producer John Guanzon As Head Of Social
New.com.au's John Guanzon taking his in-depth knowledge of illegal bikie gangs & the Kardashians over to Man Of Many.
Lachlan Murdoch Sends Legal Threats To Crikey Over US Capitol Riots Article
Crikey bosses in urgent need of change of underpants after legal letter arrives bearing the Murdoch family crest.
Dentsu Posts Impressive Q2s, As Revenues Soar Almost 20%
Nauseous sake hangovers all round at dentsu's Tokyo head office this morning after announcing impressive set of Q2s.
T Australia Releases Inaugural Culture Issue As Australian Arts Industry Continues Revival
T Australia: The New York Times Style Magazine’s inaugural Culture issue released today, featuring a cover depicting Australian dancer and model Rhys Kosakowski in fashionable motion and Australian artist Harold David creating “Thigh High and Safety Net” in the background. The abstract expressionist artwork was painted live as photographer Levon Baird shot the cover, and was […]
Ethnolink Releases Multicultural Flood Warning Campaign Following Tragic Deaths
Multicultural communications agency Ethnolink has developed a culturally and linguistically diverse (CALD) campaign for NSW State Emergency Service (SES) that delivers flood warning and safety messages for multicultural communities in Sydney’s north-west. The campaign, which will run across a range of channels, has been launched on the back of news that three people in NSW […]
Andy Flemming Promoted To 72andSunny Creative Lead
72andSunny's Andy Flemming's bank account a little sunnier today too after recent promotion and pay rise.
Google Agrees To $60 Million Fine For Misleading Australian Users On Data Collection
Google Australia cops $60 million fine from the ACCC. Confirms change in car ash tray should just about cover things.
Poms Encouraged To Come “Work In Australia” Via New Campaign
With worker shortages a problem worldwide, new campaign set to make them even worse in the UK.
Domain Launches Spring Campaign Via DDB Sydney
The joy of home ownership revealed in new Domain work. The nine lifetimes of debt required conveniently brushed over.
Hogarth Names New GM, Head Of HR And Talent Director
Hogarth's teaspoon shortage in the office kitchen laid bare this morning with the arrival of three new recruits.
Study: Aussies Increasingly Searching Cost Of living, Interest Rates & How To Save
Study finds Aussies increasingly Googling cost of living & how to save. However, p@rn still winning by a long measure.
Scroll Media Signs Exclusive Ad Representation Deal With CNET, ZDNET & GameSpot
Scroll Media's Kilometrico pen running dangerously low after inking not one but three new deals.
Publicis Brings Sustainability Consultancy Salterbaxter To Australia
Publicis announces Salterbaxter to launch in Australia. Bad news if you were hoping for Taylor Swift tour news today.
New KIIS Campaign Comically Adds Logo To Real Life Scenarios Via ARN And Emotive
It would appear the inspiration for these witty new KIIS ads is a really bad ecstasy experience.
Stratosphere And AJF Team Up For NED Australian Whisky Campaign
Stratosphere and AJF have collaborated with Top Shelf International’s NED Australian Whisky brand for a campaign featuring a combination of TV sponsorship and out of home placement. The campaign features a range of 15 second TV commercials live in key AFL and NRL games on Thursday and Friday nights across regional markets. The sponsorships will […]
Kyle Sandilands’ Newborn Makes Radio Debut, Less Than 24 Hours After Being Born
Think Kyle is a domineering, self-aggrandising bully? Let your paternal instincts wash over with these cute baby pics.
Coca-Cola Set To Release ‘Dreamworld’, A Flavour That Tastes Like Your Subconscious
Coke unveils new beverage that tastes like your subconscious. Alas, sadly not returning cocaine to the original recipe.
Sunrise Team Caught Playing A Game While Kochie Delivers Financial Report
Sunrise presenters break golden rule - when Kochie's delivering the All Ords, it's backs straight & ears peeled.
Tiger Beer Celebrates Kick-Off For Football Season With New Campaign, The Golden Son
To celebrate the start of this year’s football season, which kicked off last weekend, Tiger Beer has unveiled its latest global campaign – ‘The Golden Son’ – starring official Tiger brand ambassador Son Heung-Min. ‘The Golden Son’ celebrates Son’s most recent triumph: in May, he became the first Asian player to win the Premier League’s […]
Jägermeister And Connecting Plots Launch ‘Win A Home Bar’ Promo
Nothing can have you waking up with a sweaty stranger in your bed quite like a night on the Jägermeister.
“Lets Go Girls!” Last Chance To Secure Your Women In Media Tickets!
In exciting news, Women In Media tickets still available! More excitingly, B&T staff choir banned from performing.
Kurt Burnette Claims The Comm Games Will Land Seven 2022’s Ratings Gold
Some ratings bragging emanating out of Seven this morning. B&T expecting Nine's riposte in the next 30 to 45 minutes.
