The Perth Institute of Contemporary Arts (PICA) has launched an out-of-home campaign taking its ethos beyond gallery walls, via independent branding agency Block.
The campaign is guided by the brand idea—'Cultivating the Provocative. Provoking the Culture'— seeing street posters, billboards, and bus backs pose a series of open-ended, thought-provoking questions across the exterior of PICA which is currently undergoing a major redevelopment.
These questions aren’t about finding answers—they’re about embracing the ambiguity and sparking conversations that have no definitive endpoint.
Block co-founder and creative strategy director Mark Braddock said usually advertising is solving problems, but what happens when the questions themselves are the product?
“We wanted to encourage the public to relish in uncertainty, to question everything—whether that’s their environment, their beliefs, or even the role of contemporary art itself," Braddock said.
The campaign’s tagline, “Where answers are questioned,” encapsulates PICA’s commitment to challenging norms and inviting the public into a dialogue that thrives on complexity and ambiguity.
Each question—like “What are you looking for?”—is designed to offer a moment of reflection amid the urban bustle.
In a time of physical transformation, PICA remains steadfast in its purpose, reminding loyal patrons and newcomers alike that contemporary art transcends gallery walls—it’s both an idea and a place.
This campaign ensures that even amidst construction, PICA continues to be a beacon for the inquisitive, a place where every answer is just another question waiting to be asked.
By turning the cityscape into a space for inquiry, Block’s campaign positions PICA not just as a physical destination, but as an ever-evolving cultural dialogue—a reminder that art’s greatest power lies in its ability to make us question.
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