What's Your MCA

To celebrate 25 years of modern art and culture at the Museum of Contemporary Art in Sydney, we launched a unique digital campaign to capture the public's perception of modern art. Users were invited to use the MCA acronym to imagine a new phrase which embodied how they felt about contemporary art culture. They could share their creations on social media, buy a t-shirt with their acronym through an integrated e-commerce store, and submit their acronyms to the MCA to go in a draw to win exclusive VIP prizes.

We partnered with Code on Canvas to integrate the digital campaign with several installation pieces within the museum itself. Head over to Code on Canvas for more details on the installation pieces. Submitted acronyms were randomly pooled for display on the museum windows via the projection installations, on the social media wall, and upon the lobby installation screens.