Aiming to entice people up, out and into the region for a sublime art experience.
Southern Highlands Regional Gallery Ngununggula has teamed with Sydney-based creative agency Atypical to pay attention to the voice and character of the place and the people who are responsible for the opening of the artisitc space.
The gallery was built in the old dairy sheds at Retford Park, which was a National Trust property in Bowral donated by the late James Fairfax.
The campaign stars one of Australia’s pre-eminent artists, Ben Quilty, alongside a mixed bag of art lovers, the online and cinema campaign aims to entice people up, out and into the region for a sublime art experience.
Nick Garner, producer at Atypical said: “Art as an experience in a beautiful part of the world is a familiar enticement, and fair enough too, but the cut-through this campaign required was always going to lie in the voice of the place.
"Ngununggula is a wonderful gallery with a real sense of purpose, but the character of the place is anything but austere. The aim of the creative was to connect with folk via an idiosyncratic and witty campaign, that would charm your socks off."
Megan Monte, gallery director, said: “Ngununggula means belonging in the local Gundungurra language and exists to nurture creativity and enjoyment of the arts for everyone. As a brand new gallery, the Art Is A Journey campaign allows us to reach a broader audience and bring new faces through our doors."
