'Into Art' aims to attract young people to the artscene.
Telstra aims to get young people engaged with art in ‘Into Art’, a campaign by +61 and Bear Meets Eagle on Fire.
The campaign turns three real art sceptics, Bradley, Midori and Wally, into hyper-realistic artworks by renowned Australian sculptor Sam Jinks.
It builds on Telstra’s 40-year partnership with Australia’s art community.
Telstra’s CMO, Brent Smart, said that the ‘Into Art’ partnership with the National Gallery of Victoria and Sam Jinks aims to highlight how accessible art can be to the everyday Aussie.
The three sculptures are made of silicone, resin, calcium carbonate, fiberglass and hair.
They are now on display to the public for free at the Ian Potter Centre: National Gallery of Victoria Australia.
Bear Meets Eagle on Fire chief creative officer, Micah Walker, said that they wanted to find a more engaging way to communicate Telstra's commitment to the arts beyond just logos on posters and pamphlets.
“There's no big promise of conversion here just an honest belief that with more exposure, there's something for everyone in the arts,” said Walker.
A guided audio tour voiced by Bradley and Ewan McEoin from the NGV will be available to listen.
Into Art’ totes, mugs, and t-shirts will also be gifted to public program audiences at NGV Australia.
The National Gallery of Victoria's senior curator Contemporary Art, Design and Architecture, Ewan McEoin, said that they give nearly three million visitors annually the chance to experience art.
“We hope to inspire even more Australians to experience the improved wellbeing, creativity and sense of community that the arts can offer,” McEoin said.
