What is the standout feature of Australian culture? Sport, more sport, and gambling on sport, most likely. Telstra, with +61 and Bear Meets Eagle On Fire, have launched an initiative to find out if art might fit in there too.
Into Art encourages Aussies who aren’t “into art” to reconsider their view. The campaign turned three real art sceptics, Bradley, Midori and Wally, into hyper-realistic artworks by renowned Australian sculptor, Sam Jink, to see if becoming art will help them get into it.
Into Art builds on Telstra’s 40-year partnership with Australia’s art community, with the brand taking on an active role to support and grow the arts. It comes at a time when more Aussies than ever are open to engaging in the arts but are unsure how to get involved.
Brent Smart, Telstra’s CMO, stated, “Art is everywhere and takes many forms, yet so many of us don’t engage with it. Our Into Art partnership with the National Gallery of Victoria and Sam Jinks aims to highlight how accessible art can be to the everyday Aussie.”
“We wanted to find a more engaging way to communicate Telstra’s commitment to the arts beyond just logos on posters and pamphlets. There’s no big promise of conversion here, just an honest belief that with more exposure, there’s something for everyone in the arts,” added Micah Walker, Founder and chief creative officer for Bear Meets Eagle On Fire.
The three sculptures were unveiled at the Ian Potter Centre: National Gallery of Victoria Australia (NGV). A campaign video captures the reactions of the three subjects. The sculpture, made of silicone, resin, calcium carbonate, fiberglass and hair, will be on display to the public for free. A guided audio tour voiced by Bradley and Ewan McEoin from the NGV, will offer an entertaining everyday take on the sculptures and other famous Australian artworks. Into Art totes, mugs, and t-shirts will also be gifted to public program audiences at NGV Australia so visitors can show off their appreciation for the arts.
Ewan McEoin, senior curator contemporary art, design and architecture at the National Gallery of Victoria said: “With free access to art at the NGV every day, we’re proud to give nearly three million visitors annually the chance to experience art. By partnering with Telstra on ‘Into Art’, we hope to inspire even more Australians to experience the improved wellbeing, creativity and sense of community that the arts can offer.”
The full campaign will cover online video, social, and press. View the case studies here.
Credits:
Agency: +61 with Bear Meets Eagle On Fire
Media: OMD Australia
Earned: Herd MSL
Client: Telstra
Chief Marketing Officer: Brent Smart
Campaign Lead: Nicola Reeves
Head of Creative Excellence: Anna Jackson
Head of Brand: Alita McMenamin
Senior Media Specialist: Pretty Likhitlersuang
Digital Specialists: Zamanda Kwan & Pip Lane
Production Company: Revolver
Director: Richard Bullock
Managing Director & Co-Owner: Michael Ritchie
Executive Producer & Partner: Pip Smart
Producer: Lily Warland
DOP: Jordan Maddocks & Peter Eastgate
Post Production: The Editors, Carve & Stitch
Colourist: Trish Cahill
Audio Production: Rumble
Artist: Sam Jinks
Collaborators: National Gallery of Victoria
