What’s your MCA?
Client: Museum of Contempory Art, Sydney
Agency: Ogilvy Sydney
Role: Social Creative
Creative Director: Andrew Hanken
ECD: Derek Green
In 2017 The Museum of Contemporary Art Australia (AKA The MCA) wasn’t getting the fame – or the footfall – it deserved. When you’re called a ‘museum’ but you’re jam-packed with ‘contemporary art’ – your brand is at odds with itself. We asked the public 'What's your MCA?' and invited them to submit what the gallery meant to them via our website or in person at the gallery activation. These answers were generated inside the museum and you could even get it on a T Shirt.
Awards:
2018 Cannes Lions (Bronze)
2018 London International Awards (Sliver & Bronze)
