Following the success of Clemenger Brisbane’s Andy Warhol Exhibition campaign, the agency was recently invited to create a new campaign for the Gallery of Modern Art's (GoMA) latest offering.
Entitled ‘Contemporary Australia: Optimism,’ GoMA’s free summer exhibition open daily until February 2009, celebrates the way contemporary artists envision the world, exploring it with hope, energy, passion and playfulness.
Creative Director Grant Johnston said rather than focus on the art or particular artists, Clemenger focused its creative direction on what collectively inspired these contemporary Australian artists.
"We realised that these people were the kind that would likely see the glass as half full," he said. “It was from that insight the creative executions were born.”
Clemenger Brisbane Managing Director Stephen Forth said that working with GoMA creates a buzz around the agency.
"What time is more in need of optimism than now? With so much uncertainty and economic turmoil, we thought it was the perfect medium to promote such an emotion." he said.
"Campaigns like this also present an opportunity to create work for an industry that our creative team can very much relate to."
Queensland Art Gallery Director Tony Ellwood said Optimism is an ambitious new national series of triennial contemporary Australian art, shown in a way unseen by audiences before.
“Optimism features more than 250 artworks by 67 emerging, mid-career and senior Indigenous and non-Indigenous artists ranging in age from their mid-20s to their mid-80s”, he said
“The exhibition also includes the Kids: Contemporary Australia program in the Children’s Art Centre, an amazing schedule of Australian cinema, a Friday night program with Australia Up Late starting 2 January and will be accompanied by a broad ranging public program.”

CD/ART DIRECTOR:  GRANT JOHNSTON
WRITER: NIC HARMAN
HEAD OF CLEINT SERVICES:  ANDREW LETHLEAN
BUSINESS DIRECTOR:  HEIDI MONSOUR
PRODUCTION COMPANY:  TAXI FILMS
DIRECTOR:  GAVAIN BROWNE
PRODUCER:   ANDREW WAREHAM
POST PRODUCTION:  CUTTING EDGE
OFFLINE: STEVE THOMAS
COMPOSITING:  JEFF GUANT
MUSIC:  PETE JONES