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Creative

The Museum of Contemporary Art Australia Asks Visitors to Share Their Feelings About Contemporary Art

Campaign designed to encourage visitors to the Museum to engage with contemporary art in a fun and accessible way

The Museum of Contemporary Art Australia Asks Visitors to Share Their Feelings About Contemporary Art

As part of the celebrations for the Museum of Contemporary Art Australia’s (MCA) 30th Anniversary this year, the Museum has collaborated with Ogilvy Sydney to develop a new and distinctive brand campaign titled Your feelings welcome.

Launching today, the campaign Your feelings welcome, invites visitors to share their feelings in response to several artworks currently on display in the MCA Collection: Perspectives on place exhibition, using the universal language of emojis.

Developed by the MCA and Ogilvy Sydney, Your feelings welcome is an interactive digital experience accessed via the Museum’s online guide mca.art. Visitors will be encouraged to reflect on what they are experiencing when engaging with contemporary Australian art. Using their smartphones, visitors will be prompted to express emotional connections to artworks through answering questions and choosing from a selection of 18 emojis. The emotions range from ‘heartbreak’ to ‘confronted’, ‘magical’ to ‘deadly’, ‘surprised’ to ‘empowered,’ showcasing the different sensory and emotional experiences visitors can feel when engaging with contemporary Australian art.

The MCA invites you to share your feelings about contemporary art in new campaign via Ogilvy


Artworks in this campaign include Megan Cope’s installation of oyster shells cast in concrete; Shirley Purdie’s 72 small paintings that document the bush tucker and medicinal plants of the East Kimberley in Western Australia; Maria Fernanda Cardoso’s sculpture comprising of hundreds of dried corncobs; Angelica Mesiti’s video work depicting a portrait of Broken Hill in far-west New South Wales; plus, several other artworks.

Says Elizabeth Ann Macgregor OBE, director, MCA: “The MCA is renowned for making art accessible to all communities; to visitors of all ages, cultures, backgrounds and abilities. For 30 years, the MCA has broken down barriers to contemporary art. Your feelings welcome is a playful and stimulating way of inviting MCA visitors to think more deeply about what effect our artworks are having on their emotions.”

Thanks to MCA major partner Telstra, Museum visitors who share their feelings will be invited to enter a competition to win an iPhone 12 PRO 128GB.

Starting today, the public can submit their feelings via mca.art. Visit the MCA today and tell us how you feel, www.mca.com.au

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