Sydney’s National Art School was threatened with the loss of funding. Our job was to create an exhibition that would get everyone talking. So we went to everyone’s favourite online soapbox - Twitter/X.

Unique hashtags were given to each of the
1,200 pieces of art on display, and visitors were encouraged to share their opinions and reactions to their favourite pieces.

This culminated in a physical Twitter-curated gallery displaying the most talked about pieces, and all advertising was based on real reactions to the art.

The campaign changed visitor behaviour from that of passive viewer to active participant, breaking down the barriers of what an art exhibition could be.

Clio // Bronze
NY Festival // Finalist
AWARD // Finalist
AdStars // Bronze