GoMA brings Patricia Piccinini’s work to life in latest campaign via Clemenger Brisbane

In her most ambitious exhibition to date, globally-renowned artist Patricia Piccinini is bringing a retrospective of her key works and a suite of daring new commissions to Brisbane’s Gallery of Modern Art from March 24 to August 5 2018. Clemenger Brisbane has launched a new campaign to accompany Piccinini’s work.

Known for her imaginative hybrid creatures, Piccinini uses sculpture and installation, video and sound to realise a compassionate vision inspired by science, surrealism and mythology.

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Says Bronwyn Klepp, head of marketing at QAGOMA: “Patricia invites us to find beauty in a world not ruled by notions of perfection. She challenges our expectations, and at the same time shows us the power of compassion. Our brief was to strike a balance between the challenging and the more nurturing aspects of Patricia’s artwork. Working in close partnership with Clemenger Brisbane and the artist, we were able to do just that… the advertisement is haunting, yet so compassionate.”

Says Erin Core, strategy director, Clemenger Brisbane: “Visitors to GOMA mostly go to enjoy beautiful things, but this exhibit confronts perceptions of beauty. No matter what your reaction is, you’re guaranteed an emotional response. So we leveraged the cultural insight ‘love is love’ with a communications plan that motivated the creative-type millennial audience to see the exhibition for themselves and feel the connection.”

Says Cristian Staal, creative director, Clemenger Brisbane: “We always love working with QAGOMA to create striking advertising that pays respect to the artist’s concept. And it’s great having Clem’s own director, Kate O’Sullivan collaborating so closely with our creatives to get this kind of result.”

Curious Affection opens at GoMA March 24 – August 5.

GoMA Head of Marketing: Bronwyn Klepp