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Group745
Creative in association withGear Seven
Group745

The Museum of Brisbane Unveils the World’s Newest-ism 'Brissie-ism'

16/06/2022
Advertising Agency
Melbourne, Australia
61
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Campaign from CHEP Network opens the conversation about what defines Brisbane's arts and cultural scene

Move over Modernism. Step aside Surrealism. Brissie-ism is in town. This early 21st century cultural movement originates from Museum of Brisbane (MoB), an iconic institution at the beating heart of the city. Brissie-ism is considered the world’s most influential and revolutionary cultural movement to come out of Brisbane so far this year.

Developed in partnership with the local team from CHEP Network, the new campaign aims to build awareness of Museum of Brisbane as the home of Brissie-ism, creating conversation around what defines Brisbane’s arts and cultural scene.

Brissie-ism works are characterised by their complete absence of artsy-fartsiness and the unique ability of artists and creatives to not take themselves too seriously.

MoB director and CEO, Renai Grace, says Brissie-ism is what defines the Museum – it’s a place where art, culture and social history help create connections to Brisbane’s past, present and help shape its future.

“Unlike any other museum or gallery in Brisbane, MoB curates engaging stories that provoke conversation and connection to our city. Brissie-ism unifies this concept and shares it with the diverse communities that make up Brisbane. It’s a cultural movement that anyone can enjoy.”

CHEP Network managing partner - creative, Marianne O’Brien, added, “MoB needed a way to be identified and stand out from the other galleries and museums in Brisbane. By giving Brisbane the -ism that it deserves, we tap into the pride we have for our city and encourage people to be a part of defining and celebrating Brisbane arts and culture.” 

The campaign is now rolling out on JCDecaux and Goa billboards across the city, with further extensions featuring local artists and exhibitions to follow. 

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