M&C Saatchi, Sydney promotes Saatchi Gallery’s exhibition at the Art Gallery of South Australia
After being banned from Australia twelve years ago, the Saatchi Gallery has finally arrived at the Art Gallery of South Australia with one hundred and fifty works from forty of the UK’s most exciting young artists, each piece handpicked for the exhibition by Charles Saatchi.
M&C Saatchi Sydney created a tiered campaign for the launch, starting with a poster and radio campaign that allowed the audience to visualise individual pieces before seeing them featured on some of the largest poster sites in the country.
Among the showcase exhibits is Tracey Emin’s iconic ‘My Bed’. Essentially a tableaux of the artist’s sexual exploits and hedonistic lifestyle, ‘My Bed’ was one of the works that caused the uproar that led to the exhibition being banned by the National Gallery of Australia in 1999.
Writer Andy Flemming: “We knew we’d be putting up some particularly large outdoor sites featuring key pieces, but there’s really nothing like seeing these works in person. We wanted to provoke the audience, allow them to see the work in their imagination before, hopefully, deciding to see them in the flesh. The Saatchi gallery has always been about emotional response, and I think we achieved that.”
Says M&C Saatchi regional creative director Tom McFarlane: “It’s gratifying to be part of an agency instrumental in finally bringing a Saatchi exhibition to Australia 12 years after the last one was blacklisted here. It’s been a long wait, but it will be worth it. It really is inspirational.”
The exhibition will include sculptures, photography, paintings and installations from artists including: Hurvin Anderson, Matthew Darbyshire, Donald Urquhart, Jonathan Baldock and Karla Black.
Says art director Shane Gibson: “The Saatchi Gallery is one of the most significant galleries in the world and the work they’ve brought down is truly exceptional. It’s definitely worth getting down there and seeing it for real.”
The campaign is running throughout Australia now.
Executive Creative Director: Ben Welsh
Writer: Andy Flemming
Art Director: Shane Gibson
Typographer: Mick Tonello
Retouching: Justin Bellchambers
Account Directors: Nadine Dawood Morgan, Georgia O’Brien
Sound Design: Nigel Crowley, Stellar
15 Comments
No pressure on the creatives, knowing Charlie Saatchi is the client !
Lovely. Nice one lads.
Nice radio too. makes a change
Think i’d rather have seen it for real!!!!!!!!
Artist: You can. The actual pieces are now running all over the place.
Nice one Tonello. Still got it.
Do I get a prize for guessing the bed is Tracy Emin’s?
Beautifully put together. Nice to see crafting’s not dead just yet.
Nice.
Spic, type is beooootiful! Have to catch up soon!
wonderful type,but the lines are a little flat.
hello you.
Nice work.
Radios are good too.
Keep it going boys.
Didn’t see any of these in Adelaide. They just had a taxidermied goat with its head resting within a stone sculpture.
Nice work fellas. Good to see you’re still killing it!
Yep. The actual artworks are running as posters now. The radios are still on though.