The Museum of Contemporary Art of Australia wanted to celebrate the fact that everyone finds their own meaning within great art. Using the "MCA" acronym as a platform, we asked people to tell us what MCA means to them. An on-site, digital activation allowed visitors to give the gallery a new name, and see their creation come to life. The top names were used in an out of home campaign around the city, driving attendance and foot traffic to the museum.
Cannes Lions BronzeLIA Awards Silver