Everyone likes to have their voice heard and these days everyone can – in social media. But what if you could have you voice heard in a public place?

What if you could be an art critic? M&C Saatchi has given the Heide Museum of Modern Art a whole new kind of allure, by allowing visitors to share their thoughts about its art with other visitors.

In M&C Melbourne’s brand campaign, The People’s Panel, the agency has installed interactive panels at the museum that enable individuals to share their own thoughts on the art.

The digital panels have replaced the familiar static wall panels explaining artworks. People are able to use social media to share their opinions on the art, interacting with comments by others. To do so, visitors simply tweet their thoughts using the hashtags provided.

It’s a novel idea. One that’s perfect for its time. M&C Saatchi Melbourne creative, Mike Plumridge, noted,
“You don’t have to be a film critic to have an opinion on a movie, and you shouldn’t have to be an art historian to give an opinion on art.”

The campaign also features replicas of artworks placed in Melbourne’s city centre, opposite Flinders Street station, where people are invited to interact with art outside a traditional gallery space.

The People’s Panel launched on August 7, with a selection of works from Heide’s new exhibition, Call of the Avant-Garde: Constructivism and Australian Art.